2011 Winners & Shortlists

Results and Effectiveness

Give Kuwait went on to achieve its goal of unifying the Kuwaitis on a single platform to express their love for their country. - Achieved 50% over target in terms of visits and submissions. - Givekuwait.com had over 1.2 million page views, 320,000 site visits leading to over 2,700 submissions. - 1,400 mobile ringtone downloads over the two days national holiday.* - The viral video has been viewed over 21,000 times by now. Massive buzz was generated for the campaign across the blogosphere and social networks.**

Creative Execution

Initial stage was to create awareness and excitement to drive consumer-generated content, enabling us to identify the key passion triggers. These were then used as a catalyst to drive interaction and engagement, fuelling people’s passion for Kuwait. We selected existing entries that generated the most interaction and used them as online video banners. We contacted a participating video blogger and asked him to produce a six-minute video clip which remixes classic songs that all Kuwaitis love and identify with. The main objective of creating this video was inviting people to participate in Give Kuwait, and provide them with viral content to share with friends and family. We reached out to the blogging community in Kuwait to seed the video online. Immediate success allowed us to place it on TV and Cinema. A downloadable ringtone was also developed, based on the video produced and pushed through Radio.

Insights, Strategy and the Idea

With Kuwait’s 50th National Day celebrations coinciding with 20th anniversary of the Liberation Day and the 5th year of the Emir’s accession to the throne, Kuwait was gearing up for a massive celebration. Wataniya Telecom set out to ignite an already fervent nationalistic pride in the country through - Give Kuwait. This initiative was designed to drive Kuwaitis to express their love for their country by posting photos, songs or videos on givekuwait.com.