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Save Energy Oman ‘Bangs The Drum’ For The Cause

By staff - Mon May 16, 7:07 am

Campaign celebrates winning top UK marketing award
The creative team behind the successful Save Energy Oman campaign is celebrating after winning one of the UK’s top accolades at this year’s Drum Marketing Awards.

Edinburgh based branding agency, navyblue picked up this sought after award at a glitzy ceremony in Manchester, England this month, in recognition for its creativity in the hugely successful Save Energy Oman campaign, which ran from May to September last year.

Winning the ‘Best Cause Related Marketing Campaign’ category, this is the first award of its kind for the energy saving crusaders. Launched a year ago by Oman’s Electricity companies lead by Electricity Holding Company (EHC), Save Energy Oman campaigned for residents and businesses in the Sultanate to reduce the output of their air conditioning systems during the hot summer months by simply raising the temperature to 23 degrees.

The campaign, which also included a series of roadshows in Muscat and the surrounding areas culminating in Salalah at the Salalah Festival, had a huge impact on the population of Oman. Despite a 6.1% hike in users which resulted in a 2% increase in demand for power, results saw a 4.2% decrease in the Sultanate’s power usage during July and August.

During the development stages, navyblue worked closely with the energy saving team to give the campaign an identity, a face and a voice in the form of Noor, the White Oryx. The agency was also responsible for designing the Save Energy Oman brand associated campaign collateral including film, radio and press advertising and a campaign website, which during peak months, was generating over 2500 page views per month.

Margaret Fitzgerald Managing director navyblue Oman said, “The Save Energy Oman campaign was the first project we worked on from our newly opened office in Al Saroog, and proved to be an amazing introduction into a new market and target audience. We wanted to make the whole campaign as accessible and interactive as possible, the campaign collateral was particularly kept simple and succinct and the web site incredibly easy to navigate. I believe that this simplicity was a key factor in its success. To be recognized in the UK for our work overseas is an incredible boost for the agency. We were also lucky also to have great support and commitment from our partner’s MPiRe for PR and Media One for media planning.”

The Drum Marketing Awards, now in their 5th year, were designed to reward and celebrate agencies and clients for producing excellent marketing strategies. The judging panel regularly consists of top marketing directors from big brands such as eBay, Sony Playstation and Nike UK, while the awards are an opportunity to prove how successful the entrants can be and to gain the publicity they deserve.

Delighted to win such a prestigious international accolade, Bob Mcknight – Chairman of the SEO committee said, “Our campaign to save energy is not just a local one – it is a worldwide problem that all countries are facing. By gaining international recognition for this campaign, we are proof that regardless of your population mix, you can make a difference simply by educating, campaigning and appealing to the masses through savvy marketing. I believe that by creating such a strong ‘face’ of the campaign we were able to make it the success it became.

“We want to thank the following companies who provided sponsorship to the campaign, namely OTE, Aramex and Muscat Daily, as well as the companies who pledged their support and the public of Oman who got behind this campaign.”

For more information on navyblue visit www.navyblue.com

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© Press Release 2011

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