2014 Winners & Shortlists

The Brief

Ramadan is a time for charity and giving. But during Ramadan, most people in Kuwait mechanically grab their wallets and donate money without giving any thought or personal involvement. And charity has always been associated with money. This year, Wataniya wanted to encourage people to see beyond money and donate something personal, something bigger.

Creative Execution

Kuwait is one of the most service orientated countries in the world – everything comes to you with a simple call and you hardly need to leave your seat to get things done. The challenge was to convince people to take a much more involved role in the donations, not get someone else to do it for them. As a telecom brand deeply involved within the community, we wanted people to wholeheartedly participate and see how simple things can make big differences. And donating Hugs, Smiles, High Fives, Jokes, Stories, or even a sincere Thank You is a start.

Describe the creative solution to the brief/objective.

A donation doesn’t need to be materialistic. We redefined the meaning of donation and urged people to give joy everyday in the form of small and simple gestures like Donating Hugs, Smiles, High Fives, Jokes, Stories, or even a sincere Thank You. Just like that, the campaign opened up people’s minds to endless new ways of donation.

Results

- Over 150,000 people from all ages and walks of life registered on our site and united to donate all sorts of kind gestures. - Over 30,000 Iftar meals were distributed to the needy during the month of Ramadan. - The campaign brought a 19% increase in the brand’s engagement. - For the first time, we had an overrun of volunteers. - The animated series alone received over 18,000 likes. - More importantly, everyone donated the time off their lives. - In Ramadan, Wataniya instilled back the true meaning of giving in our hearts.