2016 Winners & Shortlists

Brief Explanation

Taking into consideration the nature of the competition (The Tarsheed Conserving Building Competition), the local market and the client’s budget, the most effective way to reach the target group would be through direct marketing. This approach would also enable a more individual approach, with a personalized message. Another important reason to deliver the message using this medium is that, being an interesting object (the DM itself), people would keep it with them, making it work as a reminder of the competition and to always push them to work on promoting conservation of natural resources and securing cleaner air for everyone.

Creative Execution

After a first phase of mapping the target audience all over the country, including new constructions and the heavy resource users, a mailing list was generated – sorted by priority. Then came the delivery phase, together with a follow-up phase to ensure that everyone who had received the message was fully aware of the competition and had no concerns or questions about it. The execution was implemented exactly as expected.

Results

After delivering 500 air bottles, all the invitees have either confirmed their participation or are in the process of doing so. Based also on indications and inquiries from the target group, the client is expecting an increase of 35% in registrations compared to the last year’s edition.