2019 Winners & Shortlists

PRINT RESPONSIBLY

BrandPAPERS WORLDWIDE
Product/ServiceTBC
EntrantSAATCHI & SAATCHI DUBAI, UNITED ARAB EMIRATES
CategoryBrand / Product Video
Idea Creation SAATCHI & SAATCHI DUBAI, UNITED ARAB EMIRATES

Background.

SITUATION Papers Worldwide is the biggest regional distributor of world-class environmentally-friendly paper brands across the Indian Subcontinent, Sri Lanka, Bangladesh, the Middle East and Africa with green credentials such as 100% Recycled, Carbon-neutral, FSC® Certified, Green Energy Process and Rainforest Alliance Certified. In the age of digitization, the demand for regular paper is decreasing. But at the same time, the demand for eco-friendly paper is rising significantly as everyone is becoming more environmentally conscious. BRIEF To highlight Papers Worldwide’s green credentials and raise its brand image. OBJECTIVES • To increase awareness amongst MNCs, government agencies, hospitality, the airline industry and educational institutions about the benefits of using recycled paper. • To drive home the message that the need for sustainability is urgent and that it cannot be postponed any longer. • To increase online traffic to our website, engagement (shares, comments and tweets) and finally, new business leads.

Describe the creative idea.

INSIGHT Our campaign is based on the insight that environmental protests often utilise non-eco-friendly paper to push for eco-first agendas, policies and actions. Hence, the irony. Highlighting the importance of making real green choices. IDEA Print wisely. Print with eco-friendly paper — 100% Recycled, Carbon-neutral, FSC® Certified, Green Energy Process and Rainforest Alliance Certified.

Describe the strategy.

TARGET AUDIENCE • Environmentally-conscious B2B customers across India, the Middle East and Africa. • University students as they are the future decision makers and they are the most likely to connect with our message of sustainable business practices. • Regular paper users who are thinking of shifting to eco-friendly options. APPROACH Social media is full of posts and videos on climate change and environmental/social movements. So we shared a social commentary on the state of our society and planet today, and created a wake-up call to change everyone’s behavior to print responsibly. We opted for a hard-hitting campaign which complements the new brand identity and positioning: A green company that makes sustainability an urgent need, not just an ongoing concern.

Describe the execution.

CONTEXTUAL MESSAGING We created a social video post that sparked conversations about the current state of our planet and the importance of choosing an eco-friendly paper. TARGETED MEDIA DISTRIBUTION We shared it across social media (YouTube, Instagram, Facebook, Twitter and LinkedIn), Papers Worldwide corporate website and via email marketing. In addition, we also partnered with local and international environmental NGOs and activists to spread the message further online. It was also shared via email marketing to targeted databases of environmental agencies in the United Arab Emirates, via participation in a paper exhibition Printpac Ipama in India in February 2019, Paper Arabia in September 2019 and Design Yatra December 2019 as well as UAE university seminars in March-April 2019.

List the results.

• 2.17+ million views • 86% completion rate • 71% positive sentiment • 129,000+ shares • +31% brand recall • +14% more year-on-year new business leads

Credits

Name Company Role
Bechara Mouzannar Publicis Groupe Chief Creative Officer
Adil Khan Saatchi & Saatchi CEO
Komal Bedi Sohal Saatchi & Saatchi Chief Creative Officer
William Mathovani Saatchi & Saatchi Creative Director
Anika Marya Saatchi & Saatchi Art Director
Alan Hong Saatchi & Saatchi Designer
Richa Khan Saatchi & Saatchi Associate Creative Director
Dana Khalil Saatchi & Saatchi Account Manager
Abdallah Adra Publicis Media Senior Regional Manager
Aditya Singh Judge Papers Worldwide Director of Marketing
Links
Video URL