Brand | NATIONAL GEOGRAPHIC |
Product/Service | TV CHANNEL |
Entrant | LEO BURNETT DUBAI, UNITED ARAB EMIRATES |
Category | Corporate image & information |
Entrant Company
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LEO BURNETT DUBAI, UNITED ARAB EMIRATES
|
Advertising Agency
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LEO BURNETT DUBAI, UNITED ARAB EMIRATES
|
The Brief
Media buyers perceive National Geographic Abu Dhabi as a channel that only offers wildlife programming, even though the channel has a broad range of diverse content. Our task was to communicate the broad range of TV shows National Geographic has to offer, and to remain top of mind throughout the year.
Describe how the promotion developed from concept to implementation
Our objective was to create something that stood out, was lasting, encouraged interaction, and continually educated about the different TV shows in the relevant months that they aired.
We designed a calendar, a perfect way to keep portraying our program variety over the year. The calendar was not only functional, it was engaging: every month, people had to play with the calendar, and assemble a new desktop model. This interaction allowed them to learn about a different TV show, its airdate, and as a result could appeal to their media planning and buying.
Describe the success of the promotion with both client and consumer including some quantifiable results
Eight hundred copies of the calendar were sent out to a prominent list of media executives, they proved so popular in the offices we received requests for more. Due to this unforeseen demand we reproduced 400 additional copies. Today, a total of 1200 calendars on desks are proudly displaying National Geographic Abu Dhabi’s diverse range of TV shows.
Explain why the method of promotion was most relevant to the product or service
National Geographic’s brand belief is about ‘education through entertainment’. So rather than send a boring message or synopsis for the TV shows, we allowed for interaction and play while also being informative. The creative stayed true to the brand by letting people have fun while they learned. Also, media executives are bombarded with lots of free promotional items so our calendar had to stand out with its creativeness and originality ensuring that it would be used.
Credits
Bechara Mouzannar |
Leo Burnett |
Chief Creative Office |
David Bowen |
Leo Burnett |
Art Director |
Ross Hardiman |
Leo Burnett |
Copywriter |
Fanny Abou Rached |
Leo Burnett |
Copywriter |
Haytham Lamah |
Leo Burnett |
Director Of Arabic |
Mohamad Alkiichk |
Leo Burnett |
Copywriter |
Abraham Varughese |
Leo Burnett |
Creative Director |
Gavin Beattie |
Gavin Beattie Design |
Illustrator |
Ivanka Fernandes |
Leo Burnett |
Junior Communication Executive |
Anthony Hamad |
Leo Burnett |
Communication Supervisor |
Jad Mouhawej |
Leo Burnett |
Regional Account Director |
Rasha Alazem |
Leo Burnett |
Account Director |
Toufic Hamzi |
Leo Burnett |
Desktop Publisher |
Sunil D'costa |
Leo Burnett |
Production Manager |