Shortlisting ICON for The Marketing Society Awards 2024
Project Overview
ICON advertising, Dubai Municipality, and Continental Middle East worked together on this project. By using eco-friendly materials and encouraging active lifestyles in the community, the goal was to demonstrate Continental’s dedication to sustainability. The project’s goal was to develop a lively public area that promotes people’ physical exercise and environmental consciousness. Recycled materials were used in the design and construction of the sustainable volleyball court to reduce its negative environmental effects. In order to improve the playing experience and promote community involvement, the project also included creative elements. The court was ideally situated in Dubai’s well-liked recreation area, Mankhool Park, to provide locals and tourists with the greatest possible accessibility and visibility.
Putting ICON in front of its target audience and developing digital public relations for this incredible marketing campaign were my responsibilities as an agency representative.
In summary, ICON, Continental Middle East, and Dubai Public Parks (Dubai Municipality) all have high levels of brand recognition.
Challenge
There was fierce competition for this case study from well-known companies in a variety of industries. It faced off against industry titans, including Ethara, a well-known sustainability consultant, and Majid Al Futtaim, a major retail and entertainment behemoth. Well-known firms like Hill & Knowlton, a worldwide public relations agency, and TECOM Group, a significant industrial park developer. Renowned organizations include the Mohamed bin Zayed University of Artificial Intelligence, a distinguished academic institution, and the Emirates Red Crescent, a humanitarian organization.
The case study had to stand out from the competition and appeal to the judges, who were probably assessing submissions according to standards like originality, efficacy, and overall support for sustainable development.
Results
The case study received a great deal of attention and acclaim from the sustainability and marketing worlds. It reached a large audience of professionals in the business by being featured in more than 20 digital magazines. ICON saw a significant 30% boost in digital channel advertising as a result of this widespread media coverage, which raised engagement and brand recognition.
The case study gave ICON a useful platform to communicate with its target audience directly. The case study-related event provided a chance to present ICON’s experience to all marketing decision-makers from other companies, resulting in beneficial connections and possible business prospects.