2016 Winners & Shortlists

Brief Explanation

Ithaca Life is a life coaching and personal change management organization based in Dubai. They provide a number of one-to-one services designed to help individuals and provide: – Inspiration – Guidance (career, life, relationship and family) – Support – Goal setting – Overcome challenges and obstacles – Ultimately to take clients on a journey of motivation and self improvement Ithaca Life only started at the beginning of 2015 so are new to the market, their target customers are typically 25-55 year old professionals, as for brand, the purpose of this campaign was to help build and define the brand!

The Brief

The Challenge: • Generate awareness • Educate the market on Life coaching and the benefits • Build a brand (UAE only) • Be creative but simple • Generate enquires and customers • ‘If we can make people feel good about themselves along the way then that would be great’ Sophia Fromell - Founder

How the final design was conceived

As a team before we began work on the Ithaca campaign the first thing we did was all take part in individual life coaching sessions, this gave us a huge insight! As our challenge was to target 25-55 year olds and utilizing digital the first thought was to maximize social media. Following on from our life coaching sessions we (the team) all felt so motivated, inspired, energized, driven, excited and happy – the focus was then to try and emulate this through the power of word and imagery that could drive awareness and education – with a huge emphasis on powerful, shareable content! Our copywriter then got to work creating and writing 120 motivational and inspirational quotes – focused on life, love, family, career development, change and personal improvement. Once the quotes had been agreed our creative team then matched them to a series of images/photographs that were incredibly powerful, inspirational and in some cases thought provoking. An emphasis on every single piece of creative was the ‘feel good factor’ we wanted to inspire, to motivate and to drive people to share, make them feel good about them selves, just like we had after our life coaching sessions!

Indication of how successful the outcome was in the market

We worked with the client and created 120 social media posts that were designed to be inspirational and motivational quotes with powerful imagery to help motivate and inspire consumers and prospects. These were then pushed out across Facebook and then Instagram over the past 10 months, to encourage sharing and organic growth, such was the success of the campaign that: • Social media following grew by 2276% • Website traffic grew by 1300% • Number of inquires about services grew by 500% • Overall client base grew by 650% Furthermore, feedback on the posts that we created was so positive that we also: • Redesigned the Ithaca Life website and company brochure – same look and feel of the posts • Created a monthly eNewsletter containing the same style of imagery/text • Built a separate website/platform - www.inspireandsmile.com • Designed and produced a small postcard sized booklet of all our inspirational posts/quotes/posts – available to buy and given to all Ithaca Life customers! Not only did the creative execution, including copy, do wonders for the Ithaca brand but we have also ensure we have pushed out the ‘feel good factor' and helped to inspire, motivate and make consumers feel good and smile!