2019 Winners & Shortlists

A LETTER FROM A PALM TREE

BrandNAKHLA
Product/ServicePALM CARE SERVICES
EntrantCRAZYTOWN Baghdad, IRAQ
CategoryCopywriting
Idea Creation CRAZYTOWN Baghdad, IRAQ

Why is this work relevant for Direct?

Our work is communicating directly with the targeted audience through Letters that are sent directly to their houses.

Background.

Iraq is the home of Palm Trees for thousands of years, a tree which became part of the country’s identity and something to be proud of. Nakhla is Iraqi startup looking for raising awareness about the bad situation of Palm Trees in Iraq, supporting and restoring this national treasure on the household range for the time being through A-Z services starting from the vaccinating to harvesting the dates. The service started in several areas inside Baghdad with a goal of raising awareness around the importance of Palm Trees to the Iraqi culture and economy, and the campaign was launched to create an emotional bond between the tree and people. The long term goal was expand the services of Nakhla and provide it with a reasonable price. The main challenge was facing Nakhla was the limited budget, the team has only $600 were aspiring to create an impact with this amount.

Describe the creative idea.

Iraqis having palm trees in their gardens and they share together many stories, so the main core of our campaign was to create a character for this palm tree, give it a name and soul to talk to the family that living with her, to share with them feelings and dreams, to reminds them how they used to take care of here before and how things got changed now on this member of the family, they got busy with the country problems and left her alone standing and fighting to survive. The Palm tree will deliver the message through a Letter From a Palm Tree (from Nakhlah), to the people of the house reminding them about her and ask them to give her the attention she need, to consider her again as a part of the family stating by giving her a name.

Describe the strategy.

Our Brand Nakhlah started launching palm trees care services in 3 districts in Baghdad. We took this as an advantage and decided to create direct communication with house owners whom have palm trees in their gardens, with the very limited budget that we have! The communication was driven by emotional trigger to push people toward embracing their palm trees, and we started pushing through direct letters to houses so we can create awareness and build connections between the people and the palm tree… the palm tree that asks for care and wish to get a name. Through our direct communication, we also wanted to pave the way for the offer that will reach the palm trees owners on later stage from Nakhla.

Describe the execution.

The letter was handwritten to give an intimate feeling and special designed to include part of the palm tree leave and body. The copywriting was so emotional and we used the Iraqi slang language with special words and terms that reflect the kind of the palm tree in terms and words, and represent the powerful bond between the tree and the owners, and also portray the generosity of Iraqis and how they have an opportunity to reflect it on their forgotten family member “the palm tree”. The Letters were placed on the doors of houses of 3 districts in Baghdad within two days.

List the results.

After the letters were sent to houses in of 3 districts of Baghdad, an emotional bond was created between the letter of the palm tree (nakhla) and the people of those district. The people started creating awareness content on social media by sharing the letters. Following the people, many famous and big facebook pages started to share the letter and talk about the issue. In one day there was more than 4 millions organic reach on social media, and the awareness did not stop there… it went to TV & socila platforms and Nakhlah team were hosted on many TV channels. After that, people started to give their palm trees names, and the subscription rate in the services increased by 60% , also many people started to book services for the next year season.

Credits

Name Company Role
Mohammad Samarraie CrazyTown Head of the Creatives
Mary Rayan CrazyTown Account Director