Creative Execution:
Our strategy was to communicate to people at the actual time and place where the coral had died in order to create awareness of the destruction and their role in its fate. We created an environmental installation of a “coral cemetery” consisting of 75 floating graves on the site of the Northern Red Sea beach. The graves carried the names of coral reefs that had died. The installation was created during the heavy tourist season targeting the short-term tourists who create the damage.

Results and Effectiveness:
By sign-posting the places where the coral had died we influenced reef visitors to take action and protect the areas where the coral was still living. The story also reached the wider public and was featured on national cable and terrestrial TV news (HOT, Channel 1) and the local press. By gaining extensive “free” media coverage, we succeeded in amplifying our message and putting the Reef’s fate back on the nation’s agenda.

The coral cemetery - Click to enlarge

Cannes Lions 2009: Media Bronze

Solution: In addition to the general mass media campaign, we used a unique media approach to help give an extra push. On the top area of the classified page we inserted a ‘hand written’ reminder – including a typical scribble made when checking that the pen is working – quoting, ‘72 hour sale, last day’. This note gave insightful and personal priority to a sale that couldn’t be missed. The following page featured a general mass media ad about the special sales event.

Results: The sales event was a huge success. VW’s goal was to sell 800 cars, but in actual fact they sold over 2,000 cars within 72 hours. The success of the promotion received great PR with no charge and led to the extension of the special sale for an entire week.

VW 72 Hour Sale - Click to enlarge

Cannes Lions: Bronze Media Lions 2009