2012 Winners & Shortlists

Results and Effectiveness

As a result, the number of recorded tweets with the hash tag met with immediate success. Although the campaign was planned and designed as a 'new year wish', its popularity has augmented this topical campaign to one with legs. The campaign goes on. The communication achieved its goal in popularizing the Ruwaad project. As of January 16th, 2012, the number of recorded tweets alone was 588. This is not counting the re-tweets. The campaign succeeded in highlighting the corporate social responsibility of Aramex while exceeding the desired awareness and inspiring a positive attitude among the target audience.

Creative Execution

Creative Solution: To create an emailer that conveys awareness about what Ruwwad and Aramex is doing by initiating a fund raising campaign to invest $1 per tweet, which would go towards education for the youth of Jordan, Palestine and Egypt through this community empowerment initiative. Communication Channels: Emailers, twitter and facebook was used to maximise the effectiveness of the campaign since the number of online users are already staggering as it is. This gave more exposure to the cause at a phenomenal rate from the launch date where it also gives the end user the feeling of doing good using their preferred social media activity.

Insights, Strategy and the Idea

Objective: The idea was to generate counter-intuitive greetings tweets from ordinary people to complete strangers on twitter. This random act of kindness would be supported and backed up by Aramex with a monetary contribution for a just cause by as part of the encouragement of positive start to 2012. Target Audience: Aramex employees, customers and social media followers. Insight: Empowering social media followers to wish someone they never met and transform this wish into a blessing by simply tweeting the hash tag from the emailer sent to customers and employees where they tweet the hash tag included on the emailer along with their personal wish. The idea was also shared across along the facebook network as an image which can be liked, shared and commented upon. Relevance: Aramex is a very socially conscious organization and this campaign clearly boosted their image and successfully managed to organize the fund-raiser for Ruwwad.