2015 Winners & Shortlists

Results and Effectiveness

The annual target was to reduce energy consumption by 4% by end of December 2014; we reached 3.72% reduction in the energy consumption in just 3 months We reached 18% decrease in AC usage in June 2014 versus same period in 2013. The movement initiative has been adopted across 11 stations, 38 different programs on TV and radio, with a total of 1,420 free minutes of 1st runs, not taking into consideration that the majority of the shows on TV are having at least one rerun, equaling to a total of 2.28 million US dollars of free exposure.

Creative Execution

Using our media connections, we arranged meetings with the channel owners, strategists, programmers and TV show hosts to have them adopt the cause in all their content. And they did and the results were great! Talk show hosts on all major stations adopted the topic and became the talk of the town. It was also integrated in some scripted shows, and regular interviews were conducted with business owners and government officials who were proactive in energy consumption reduction. One of our biggest achievements was introducing a new element to the to TV channels. They adopted our power meter, a real time indicator of the power consumption levels that warned people when it was in the red zone, and actually caused immediate reduction in consumption. In no other instance did the channels have anything ongoing on screens beside their logos! It was a media first!

Insights, Strategy and the Idea

Power resources were scarce and demand was increasing year on year and the only way out was to change habits and conserve energy. Our Objective was reduce the electricity consumption in Egypt by 4% annually totaling to 20% by 2019 (in 5 years from the launch of the campaign) and engage all stakeholders behind the initiative. We had a few challenges tackling this brief. The allocated budget was limited and a fraction of the budget such a campaign dictates It was a time of political turmoil and people weren’t going to listen to the government. So we shifted our mindset into one that paves the way for the actual ATL campaign and bypass these challenges in smart and cost-effective ways. We believed that the way forward was not a typical ATL campaign because, alone, it is not sufficient to change behavior. It had to be a a social movement.