CASE STUDY
Delivering an Award-Winning Marketing Campaign for INDEX Design Awards
The INDEX Design Awards is an industry-known event that recognizes outstanding achievements in the interior design industry in the Middle East.
After a hiatus since 2018, the awards were revived in 2021 with renewed energy and a vision to create a memorable experience for the design community.
The event took place alongside the INDEX international interiors trade exhibition. It served as a central hub for professionals to network, celebrate, and be recognized for their contributions to the industry.
With limited resources and an aggressive timeline, the challenge was creating a high-impact marketing campaign to rejuvenate interest and participation in the awards.
Campaign Objectives
Re-establish the INDEX Design Awards as the leading design event in the region after a long break.
Drive entries for the awards, surpassing previous participation levels.
Attract high-profile sponsors and industry leaders to support and attend the event.
Create a buzz within the design community and maximize attendance at the awards ceremony.
Achieve all of this with limited resources and a modest budget.
Challenges & Solutions
The campaign faced numerous challenges, primarily due to budget constraints and a loss of historical data. The marketing team overcame these hurdles by adopting cost-effective solutions, such as using design apps like Canva for branding and relying heavily on tele-marketing to drive participation. Additionally, there was a need to re-establish the credibility of the INDEX Design Awards, which was achieved through testimonials from industry leaders and transparent judging processes.
Strategy
Rebranding and Event Refresh
The first step was to revitalize the awards’ identity, which had seen changes in both names and branding over the years. The 2021 INDEX Design Awards aimed to bring back its former glory with a focus on glamour and excitement. The introduction of new categories such as "Sustainable Design of the Year" and "Refurbishment Project of the Year" also broadened the appeal and invited a larger pool of participants.
Sponsor Engagement and Tailored Marketing Plans
Key sponsors like Cosentino, VitrA Bathrooms, and Preciosa Lighting were successfully brought on board, contributing to a large sponsorship revenue. Each sponsor received a tailored marketing plan that aligned with their brand’s goals and objectives, ensuring their participation was mutually beneficial.
Onsite Networking & Experience Design
The awards ceremony took place at the Ritz-Carlton DIFC, with 370+ guests attending the event. The venue's ambiance was designed to encourage networking, with a creative use of space that allowed interaction while maintaining a luxurious experience. Special attention was given to ensuring sponsors had the opportunity to engage directly with guests and showcase their offerings.
Aggressive Digital Marketing Campaign
Given the limited budget, the marketing team focused on cost-effective digital channels. Key strategies included:
Tele-marketing & Tele-sales: With data losses from the past, the team undertook an aggressive tele-marketing effort, replenishing contact lists and reaching out to new potential entrants. This approach brought in 100s more entries.
Social Media: Social media played a significant role in spreading awareness, particularly on Instagram and LinkedIn.
Highlights included:
Instagram: Preciosa Lighting's Instagram takeover received 13,000 impressions.
YouTube: Jaquar Bathroom's promotional video generated 1.1K views.
Website Traffic: Cosentino's feature article garnered 655 hits on the INDEX website.
These digital efforts led to over 478,000 impressions on Google Search and Display ads alone.
Leverage Industry Leaders & Thought Leadership
The campaign involved prominent figures from the design industry, such as Paul Bishop, Carla Conte, and Chris Barnes, who not only judged the awards but also contributed to building excitement through testimonials and thought leadership content. This approach highlighted the credibility and prestige of the awards.
Results
Record-breaking Participation: The 2021 INDEX Design Awards attracted 150+ entries, a record high for the event, exceeding the previous edition’s 120 entries. This demonstrated a significant resurgence of interest in the awards.
Revenue Generation: The event generated thousands of dollars in award entries and ticket sales. Sponsors contributed much sponsorship revenue, surpassing financial expectations and delivering strong ROI for all stakeholders involved.
Enhanced Brand Visibility: Social media and digital marketing efforts resulted in:
760,700 Instagram impressions
114,800 Facebook impressions
93,800 LinkedIn impressions
59,300 Twitter impressions
355+ mentions on social media during the awards night.
Increased Sponsor Satisfaction: Due to the event's success and the exposure generated, 100% of the sponsors committed to supporting the INDEX Design Awards in 2022, reflecting the strong relationships built and the value delivered.
Networking Success: The event brought together 370+ top industry professionals in an engaging and visually stunning atmosphere. The unique tunnel-like lighting installation created by Emkay Interiors and Scientechnic Lighting Solutions was a highlight, adding to the memorable experience for guests.
The 2021 INDEX Design Awards were a resounding success, not only re-establishing the awards as a prestigious event in the Middle East’s design industry but also exceeding expectations in terms of participation, sponsorship, and financial performance. Through strategic marketing efforts, creative problem-solving, and strong industry partnerships, the awards delivered an unforgettable experience that left a lasting impact on the region’s design community. The campaign was recognized as a model for delivering high-impact results on a limited budget, earning it industry-wide praise.
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