Make the Switch wins two awards at Dubai Lynx 2009

The 3rd Dubai Lynx Awards brought together the best advertising talent from across the Middle East and North Africa region (MENA), and from around the world.

The winners were selected from among 2,079 entries to establish the definitive standard for creative excellence in the MENA region.

Flip Media received the 'Interactive' award for its work on the campaign's digital components and its website which features a gamut of tools to educate visitors and sustain their interest. Starting from the homepage, a short flash spotlight depicts the story of global warming and how electricity plays a big part of it, urging the people to change.

Commenting on the award, Mazen Abou Hatab, Client Services Director at Flip Media, said:

"We're thrilled by the success of 'Make The Switch' in changing the habits of tens of thousands of UAE consumers and by the creative recognition of our work with this Lynx award, and we were proud to play our part with the development of the campaign's website and digital campaign."

The campaign was further recognized in the 'Direct and Sales Promotion' category which was developed by Team Y&R Dubai. "When we were approached by Ecobility the enthusiasm of the founders and the nature of the cause won us over. We are truly pleased to have been given the opportunity and flexibility by Ecobility to have had the chance of creating a campaign that is truly worthy of the cause which was recognized in the industry by winning bronze at the lynx awards." stated Daymonde Marks, Group Account Director, Team Y&R Dubai.

Karim Aly, Co-Founder and Managing Partner, Ecobility, said: "The honour we received in the Direct and Sales category has acknowledged the effort that has gone into designing ILLUME's packaging which is made from recycled and recyclable materials. We even scrutinized the dimensions to ensure the most efficient use of shipping space. Across all our strategies, we relentlessly aim to embed Ecobility's sincere commitment to saving the environment."

Mr. Aly added: "Our mission is to educate people on the importance of conserving energy, which we are primarily achieving through our unique and interactive website. The website was designed to support the 'Make the Switch' campaign and provide interesting and informative content to a broad target audience inclusive of all people and companies in the UAE."

To sustain user readership and interest, the site features interactive tools such as a Sales Barometer showing the number of bulbs sold across the nation so far; Lightbulb Factory, an application that visually compares CFL bulbs with incandescent bulbs to aid consumers' choice of purchase, and Switch Calculator that calculates money and electricity saved, as well as the reduction in carbon emissions based on the number and types of bulbs switched.

ILLUME Energy efficient bulbs consume about one-fifth of the power of incandescent bulbs, last 10 times longer and emit 70 per cent less heat, leading to less power usage for air-conditioning - an especially attractive characteristic during the coming summer months. Since the campaign's launch in November 2008, more than 170,000 ILLUME bulbs have been purchased across the nation.

Given the UAE's unfaltering demand for high quality products, Ecobility has developed ILLUME bulbs to replicate the same colour of light as incandescent bulbs and last substantially longer than other energy efficient bulbs currently available in the market.

The 'Make the Switch' initiative is being championed by several generous partners and supporters who have wholeheartedly embraced the cause. It is anchored by Nakheel, which is subsidizing the price of the light bulbs to help UAE residents 'Make the Switch'.

Ecobility is dedicated to catalyzing change in regional sustainable development by engaging in the conception, development and commercialization of technologies across three verticals: renewable energy, resource conservation and sustainable buildings.