Emirates Environmental Group DM STICKY POSTERS by Wunderman Dubai

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Industry Public awareness, 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 February 2010

Credits & Description

Category: Ambient Media (Large Scale)
Date of First Appearance: Feb 18 2010 12:00AM
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)
Paste Up Artist: K. A. Tissa (Wunderman Dubai)
Media placement: Poster/Ambient - Lamcy Plaza & Arabian Centre malls, Cultures Restaurant - 18-02-2010

Describe the brief/objective of the direct campaign.
Emirates Environmental Group, an NGO dedicated to recycling in the UAE, was organising a Can Collection Drive. They wanted general public to participate by bringing cans for recycling at their centre. But in a city where aluminum cans are thrown away soon after use with no thought, to get people to come to the centre for recycling was no easy task. This led us to our strategy. We decided to promote recycling of cans when people are just about to trash them. Since it was a communication from an NGO, it had to be a solution that didn't cost much.

Explain why the creative execution was relevant to the product or service.
The creative execution was most relevant for the event, the Can Collection Drive, as the sticky posters literally became a medium for collecting cans. Asking people to take the initiative to collect cans and come to the centre was not going to be as effective. The strength of our creative was that it worked in two ways: it spread the message of recycling cans at the right place and at the right time; and it also made it easy and simple for people to contribute their cans as these posters were placed - right next to the trash cans.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Instead of asking people to collect cans and come to the centre, we reached them right where they were seen using cans and offered them a recycling solution at that point itself. We created ambient posters on which people could actually stick their cans after use and give them up for recycling – also making it a medium to collect cans for the Drive. Sticky posters were strategically placed right next to the trash cans at places where people usually buy canned drinks – at popular food courts and restaurants in Dubai. It was a direct, engaging and cost-effective approach.

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.
EEG's Can Collection Drive became a super success. Sticky posters created a message that got stuck in people's minds and eventually changed their behaviour on recycling. The posters, which were put up for only 6 days, collected a total of 2,458 cans. Some people actually collected more cans and landed up at the EEG Centre as well, increasing the number of people who joined the Can Collection Drive by 12%. Later, the Dubai Technology and Media Free Zone Authority also requested for 40 sticky posters to be placed across Dubai Media City, Dubai Internet City, and other free zones.