MY TREE IN DUBAI by Wunderman Dubai for Emirates Environmental Group

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MY TREE IN DUBAI

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Industry Charities, Foundations, Volunteers, Environmental & Animal Issues
Media Direct marketing
Market United Arab Emirates
Agency Wunderman Dubai
Creative Director Pooja Chandani
Art Director Malesh Ponnusamy
Copywriter Nisha Wagh
Released March 2010

Credits & Description

Category: Charities, Public Health & Safety, Public Awareness Messages
Advertiser: EMIRATES ENVIRONMENTAL GROUP
Product/Service: RECYCLING INITIATIVE
Agency: WUNDERMAN
Date of First Appearance: Mar 20 2010 12:00AM
Entrant Company: WUNDERMAN, Dubai, UNITED ARAB EMIRATES
Entry URL: http://www.mytreeindubai.com
Creative Director: Pooja Chandani (Wunderman Dubai)
Art Director: Malesh Ponnusamy (Wunderman Dubai)
Copywriter: Nisha Wagh (Wunderman Dubai)
Head of Copy: Richa Khan (Wunderman Dubai)
Production Manager: Vivek Chonkar (Wunderman Dubai)
Artworker/Paste Up Artist: K. A. Tissa (Wunderman Dubai)
Senior Artworker: Babu Nair (Wunderman Dubai)
Artworker: Avarankutty TP (Wunderman Dubai)
Technical Director: Dhaval Desai (Wunderman Dubai)
Web Developer: Yusuf Rangwala (Wunderman Dubai)
Senior Flash Programmer: Sooraj T R (Wunderman Dubai)
Senior Web Programmer: Sumesh Nair (Wunderman Dubai)
Media placement: Facebook Application - Facebook - 20-03-2010
Media placement: Radio Mentions - Radio 1, Radio 2, Cool FM - 25-03-2010
Media placement: Print Distribution - 7 Days - 27-03-2010
Media placement: Ambient Stand - Mall Of The Emirates - 30-03-2010

Describe the brief/objective of the direct campaign.
High displosable incomes and a no-tax economy makes Dubai a land of plenty. This has led to a city of excesses where waste is poorly managed and environment is the last thing on people's mind. EEG, a UAE-based NGO aims to counter this. One of their key initiatives is to promote paper recycling as a habit amongst Dubai-ites. Our campaign was a step to initiate a change of behaviour in this non-eco-friendly city. We gave people an incentive to recycle – something rare, precious and hard to get in a desert - a tree in their name.

Explain why the creative execution was relevant to the product or service.
The Facebook application showed how participants could have a direct impact on their environment and their city by recycling paper at the centre. As they recycled more, their tree grew and the skyline of the city changed - with blue skies, birds chirping and greenery everywhere. Demonstrating how people could have absolute control of their environment and the big difference they could make with something as simple as recycling paper. An act that would eventually be rewarded with a tree in their name in their very own city.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We set out with no media budget and just 200 trees from Dubai Municipality. We started a Facebook application 'My Tree in Dubai' connecting it to EEG centre. Participants' recycling efforts were tracked and acknowledged as the virtual barren tree grew leaves whenever paper was deposited. The incentive - recycle 60kgs and the first 200 earn a tree in their name in Dubai. We used other free mediums - top radio stations planted trees and gave free mentions; a charity stand placed in a popular mall, free distribution of eco-friendly bags with 7Days tabloid, alongwith the viral element of Facebook.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
Dubai-ites actually turned up at the centre, something unthinkable. The first week saw 126 members download the application, 22 of which completed their tree by recycling 60 kg paper. In all, we collected 35,659 kgs of paper in a month’s time. On tree planting day, people across nationalities, schools, corporates, even government departments planted 200 trees in their name in a park's desert area, with one goal, to better the environment. Their efforts were evident as they came on a weekend to plant their tree. 'My Tree in Dubai' helped make recycling a habit. 37% participants became members of EEG.