2013 Winners & Shortlists

WEYANA CAMPAIGN

BrandMUBADALA
Product/ServiceWEYANA AWARENESS & TACTICAL CAMPAIGN
EntrantMUBADALA Abu Dhabi, UNITED ARAB EMIRATES
Entrant Company MUBADALA Abu Dhabi, UNITED ARAB EMIRATES
Advertising Agency MUBADALA Abu Dhabi, UNITED ARAB EMIRATES

The Campaign

Weyana – the Arabic word for ‘with us’ is the name of Mubadala’s youth program designed to connect young Emiratis to initiatives aimed at creating well-rounded individuals (culture, wellness, education). Promoting 4 key events, the campaign had a strong and recognisable identity that was less corporate in look and feel. It was implemented across TV, radio, local press and online, together with event specific media to boost awareness and participation.

Success of the Campaign

The campaign’s impressive results and were confirmed by research conducted by YouGov. Awareness of Mubadala increased 61% but significantly there was an increase of 95% among 19-22 year old Emiratis – the key audience for the campaign. Advertising saw an 80% increase in recall following the campaign, with TV advertising seeing a leap in recall of 766%. Internet advertising showed a 22% increase in recall. The campaign established Weyana as a significant and important asset in Mubadala’s communications armoury that continues to maintain an on-going dialogue with Emirates young people.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

A TV and outdoor poster campaign launched the Youth programme and established the Weyana brand. This was followed by event specific advertising, that varied from event to event but typically manifested itself on radio, on-line and press advertising. Potential participants were sent to a dedicated Weyana web site to get more information and a simple but effective social media strategy helped to maintain the buzz and excitement around the initiatives. Each event was then further supported with event specific branding at each venue and gifts and collateral for participants and spectators.

Credits

Name Company Role
Lara Mansour Mubadala Associate Brand Manager
Mark Rollinson Aab Chairman
Jay Cross Aab Senior Designer
Arian Hashimi Aab Creative Director
Amina Taher Mubadala Head Of Community
Sara Al Khouri Mubadala Officer
Saoud Karmastaji Mubadala Officer
Hamda Al Hadrami Mubadala Officer
Mohd Abdulmajid Mubadala Assistant Manager
Sarah Lepelaar Mubadala Digital Specialist
Mohd Halawi Phd Planning Director
Ranwa Zahr Phd Executive
Charli Ursel Phd Digital
Haydn Chin Fast Track Project Manager
Guy Robson Fast Track Project Manager