The Box Promo, Case study THE MOVING COMMERCIAL by Leo Burnett Dubai

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THE MOVING COMMERCIAL

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Industry Records & Cinema Production
Media Promo & PR, Case study
Market United Arab Emirates
Agency Leo Burnett Dubai
Director Jac Mulder
Regional Executive Creative Director Peter Bidenko Creative Director
Creative Director Mohamed Oudaha
Strategic Planner Nicolas Chidiac
Editor Fernando Martin Canevaro
Released April 2011

Credits & Description

Category: Best Use of Screens
Advertiser: THE BOX
Product/Service: MOVING SERVICES
Agency: LEO BURNETT DUBAI
Date of First Appearance: Apr 19 2011
Entrant Company: LEO BURNETT DUBAI, UNITED ARAB EMIRATES
Regional Executive Creative Director: Peter Bidenko (Leo Burnett Dubai)
Creative Director: Mohamed Oudaha (Leo Burnett Dubai)
Senior Copywriter: Nabil Rashid (Leo Burnett Dubai)
Senior Art Director: Dima Kronfol (Leo Burnett Dubai)
Senior Art Director: Rafael Rizuto (Leo Burnett Dubai)
Media Planner: Maya Kanaan (Starcom)
Strategic Planner: Nicolas Chidiac (Leo Burnett Dubai)
Managing Partner: Wadih Haddad (The Box)
Media Buyer: Marwan Kayssar (Starcom)
Interactive Designer: Murid Rahhal (Leo Burnett Dubai)
Director: Jac Mulder (Muddville Dubai)
D.O.P: Jac Mulder (Muddville Dubai)
Editor: Fernando Martin Canevaro (Muddville Dubai)
Cameraman: Harry Jansen Rich (Muddville Dubai)
Music: Julian Cassia (Cassia Music)
Production/Post Production: Mudville Dubai (Muddville Dubai)
Media placement: TV campaign-2 spots - Abu Dhabi Drama/Abu Dhabi Al Amarat - 20/03/2011

Insights, Strategy & the Idea
The Box is a leading moving/storage company in the United Arab Emirates that prides itself on offering people peace of mind. Our objective was to demonstrate how easy and worry-free it is to move with The Box.

Out of 8 million people living in the UAE, 7 million are expatriates. And with property prices plummeting more than 50% since the recession, millions are moving to newer & more spacious homes.

Although moving to a new home is a stressful and time-consuming experience, our objective was demonstrate just how simple it can be.

Creative Execution
Two related commercials ran simultaneously on two different channels, giving viewers the ability to move back & forth between commercials.

On one channel, employees packed furniture into a box. On the second, the same employees unpacked the furniture into a new home. On both spots, viewers were prompted to switch to the other channel to continue the commercial.

Providing viewers with the ability to switch back & forth between commercials with a simple click, the commercials demonstrated just how simple it is to move with The Box. The message at the end of both commercials is: Moving homes is now as simple as switching channels.

Results and Effectiveness
With the campaign still underway, tremendous results were achieved after only 2 weeks of airtime.

Reaching an audience of over 1 million viewers, a direct response was accomplished by people instantly switching channels. THE BOX call center recorded a hike of 22% in demand. Traffic to the website has also increased by 40% since the duration of the campaign. Average numbers of unique visitors per month has doubled in only 2 weeks.