Emirates Environmental Group Promo, Case study EMIRATES VERTICAL GARDEN by Starcom Dubai

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EMIRATES VERTICAL GARDEN

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Industry Airlines, Environmental & Animal Issues
Media Promo & PR, Case study
Market United Arab Emirates
Agency Starcom Dubai
Director Simon Wall, Monica Squara
Released October 2012

Credits & Description

Advertiser: EMIRATES
Agency: STARCOM MEDIAVEST GROUP
Category: Travel, Entertainment & Leisure
Director: Monica Squara (Nu Ventrue Media)
Account Manager: Ryan Amory (Draft FCB)
Managing Directror: Celia Collins (Starcom MediaVest Group)
Implementation Buyer: Gretel James (Starcom MediaVest Group)
Director: Simon Wall (Tractor Outdoor)

Strategy
Cape Town as a city takes its environmental issues very seriously. Its citizens are very protective and proud of their environment and often feel advertising , especially OOH is “polluting” the environment. With Emirates championing environmental sustainability well before it became fashionable, it is entrenched in everything they do from their global recycling projects to their A380 “Green Workhorses”. We identified an innovative OOH opportunity to leverage this competitive positioning through their “110 Destinations Campaign” out of Cape Town.

Execution
To show Capetonians Emirates’ commitment to the environment and also the city itself, we created a 12x6 m horizontal plant billboard in the trendy Kloof Street area and transformed a featurless space into a living, breathing piece of environmental art. As our board grew, we highlighted Emirates’ leadership stance on environmental sustainability and LEDs showed the way to the airline’s 110 destinations out of Cape Town. The living, and constantly changing billboard ignited conversations amongst our Green-conscious consumers on social media which led to extensive blog and PR coverage. This innovative platform was a media first for the brand and for South Africa and proved that Emirates could help beautify the world behind its environmental ethos.

Effectiveness
The campaign, although regionally based, generated global coverage with 106,811 tweets and 469, 373 “likes.” In total, 25 million unique visitors at blogging sites around the world saw our billboard. This was the most talked about Emirates campaign in South Africa to date and the PR value alone was $700,000 (ZAR).