Brand | QATAR ELECTRICITY & WATER CORPORATION (KAHRAMAA) |
Product/Service | TARSHEED - BUILDING COMPETITION |
Entrant | LEO BURNETT DOHA, QATAR |
Category | Ambient Media: Small Scale |
Entrant Company
|
LEO BURNETT DOHA, QATAR
|
Advertising Agency
|
LEO BURNETT DOHA, QATAR
|
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.
Credits
Bechara Mouzannar |
Leo Burnett |
Chief Creative Officer |
Sami Saleh |
Leo Burnett Doha |
Managing Director |
Munah Zahr |
Leo Burnett Doha |
Executive Creative Director |
Thiago Gouveia |
Leo Burnett Doha |
Senior Art Director |
Ziad Azar |
Leo Burnett Doha |
Senior Art Director |
Alex Oliveira Mota |
Leo Burnett Doha |
Copywriter |
Frederic Wehbe |
Leo Burnett Doha |
Art Director |
Anas AlAbsi |
Leo Burnett Doha |
Designer |
Muna Chamseddin |
Leo Burnett Doha |
Designer |
Lara Traboulsi |
Leo Burnett Doha |
Communication Supervisor |
Krishna-Kumar Balakrishnan |
Leo Burnett Doha |
Production Manager |