2014 Winners & Shortlists

Results and Effectiveness

The campaign reached its targets to engage with the youth and encourage them to participate in charitable events. More than 2,700 volunteers participate each donating their time to contribute during the month of Ramadan to 1,000 people every day of the month providing a total of 30,000 meals to those who are in need. Hence, fulfilling the campaign’s definition of contributing. The volunteers did not only participate in providing meals, They also donated compassion, care and time to those who seek care. the animated character series received a total of 18,698 likes and the brand’s followers shot up by 13.4%.

Creative Execution

In addition to using instagram to connect with the youth, The campaign was then communicated on various social platform, online media and mobile to even spread the message further, while directing more traffic to the campaigns micro site for people to register in the charitable activities.

Insights, Strategy and the Idea

Ramadan, the month of giving and charity, was the perfect time to engage with our customers, encouraging them to give back. The key message Wataniya wanted to communicate was that giving doesn't necessarily have to be of materialistic things. Because giving lies in truly contributing back to those in need, by introducing kind initiatives such as donating time to make a difference, whether in the form of effort, smile or even participate in an activity to become an active and beneficial member in society. The campaign was targeting the youth as the primary audience. As they spend most of their time on their mobiles sharing, connecting and engaging with friends and families. The launch of Instagram’s new video feature in June came in time for the start of the campaign. It’s exactly what we needed as a means to entertain and connect with the youth audience.