2017 Winners & Shortlists

The Campaign

So many travelers would appreciate a helping hand, but it is not always there when they need it. There is no better way to do this than with the people that work in the place “where actions speak louder”! The Sheraton SOS Crew were 7 selected actors roaming the airport terminal, equipped with emergency travel essentials to assist travelers making their journey more effortless. Sheraton SOS Crew had power-banks, travel adapters, coffee, massages, food vouchers, water, eye masks and other random acts of kindness. The main creative idea was to create real, emotional reactions to being assisted when the least expected it.

Creative Execution

IMPLEMENTATION: With 7 diverse actors, we created the Sheraton SOS Crew. We surprised and delighted travelers during their transit time. After 6 hours of rehearsal time, the SOS Crew knew the different scenarios beforehand however as this follows the concept of "candid camera" they needed to think on their feet for other possible footage we could capture on the spot. TIMELINE: We shot the video over 2 days, 8 hours per day (21st and 22nd February 2016). PLACEMENT: We worked with JCDecaux to get the right permissions for us to shoot the video on the air-side of the Dubai Aiports, Terminal 3 in both A and B concourses. SCALE: Over the 2 days, we managed to engage one-on-one with over 200 travelers.

FACEBOOK 9.6 million users reached 6.4 million video views 21.7 million impressions Facebook shares 9,206 EURO 0.17 cost per view 57,000 engagements (on Facebook close to 1% of views resulted in an engagement (like/comment/share) YOUTUBE 1.8 million impressions 367,000 video views EURO 0.05 cost per view

With the launch of the Sheraton Global campaign, "Where Actions Speak Louder", we created a campaign with a video that went viral. By surprising travelers in the most unexpected place, the busiest international passenger airport in the world. Dubai International Airport.

Develop a video asset native to social which captures the Dubai Airport activation. Seed the video on social channels reaching consumers not directly involved in the activation. Promote video on Facebook to drive a high volume of cost efficient views and drive engagement and additional organic reach. Combine with YouTube pre-roll advertising to increase visible YouTube views and gain credibility for the video on Sheraton’s YouTube channel.