2017 Winners & Shortlists

The Campaign

ACTIVATION We built a stand that housed a touch screen vending machine. All travelers needed to do was scan their boarding pass and depending on their transit time, they got a gift relevant to their wait. Glass water bottles, power banks, travel masks, earphones and travel adapters. Not only did they get a gift, but they received 2 gifts. It was encouraged to give the additional gift to a fellow traveler living the "Where Actions Speak Louder" global brand campaign. VIDEO The Sheraton SOS Crew were 7 selected actors roaming the airport, equipped with emergency travel essentials to assist travelers making their journey effortless. Sheraton SOS Crew had power-banks, travel adapters, coffee, massages, food vouchers, water, eye masks and other random acts of kindness.

Creative Execution

ACTIVATION IMPLEMENTATION 24/7 run activation in the airport scanning boarding passes and redeeming gifts TIMELINE 6-29 March 2016 PLACEMENT Dubai Airport Gate B SCALE 4000 participants VIDEO IMPLEMENTATION: With 7 diversely selected actors, we created the Sheraton SOS Crew. We surprised 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). 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 gates. SCALE: Over the 2 days, we managed to engage one-on-one with over 200 travelers.

ACTIVATION Total 4,000 one on one engagements Total Facebook posts (branded photos shared) 404 VIDEO 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

ACTIVATION Out stand within the airport for just under a month engaged with consumers and gave them travel essentials while they were in transit. A main prize of a trip for 2 to any Sheraton in the world was also up for grabs. We engaged directly with the Sheraton clientele. Travelers. VIDEO 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.

ACTIVATION A visually exciting vending machine, which in-transit/waiting travelers can use to redeem must-have items to ensure their wait is more effortless. The traveler will receive one item for themselves, and another to “pay forward”. VIDEO 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.