About the campaign
Flip Media, Neo Digital and Touchpoints Consulting worked together to develop the Heroes of the UAE campaign for the EAD (Environmental Agency - Abu Dhabi).The Hero of the UAE (Environmencampaign’s main objective is to educate UAE residents about their role in causing global warming and how they can help reduce the carbon footprint in the UAE.
Objective & Target Audience
To educate consumers about the immediate need to reduce energy consumption with both rational and emotional messages and to drive traffic to the website.
We were targeting the entire spectrum of the Abu Dhabi population: A broad mix of demographics and psychographics. The perceived level of ignorance on energy conservation among Nationals and migrant workers from the Indian sub continent and Asia is thought to be high. A success metric was to be the number of pledges registered online to pro-actively do something to reduce ones personal carbon footprint.
The Strategy
A broad based UAE only banner and eDM campaign using paid-for media where required and pro-bono where available.
Campaign Results
Details are confidential but an eminently successful campaign in raising awareness and exceeding the target number of pledges which, by September 2009 had reached nearly 5,000.
