2014 Winners & Shortlists

Results and Effectiveness

The successful results achieved reflected the viral power of social media gaming in UAE. Registrations: 570 unique participants Total number of social shares: 4,801 Estimated reach of shares on Facebook: 74,000 Estimated reach of tweets on Twitter: 118,560 Estimated number of friends invited on Facebook to play the game: 1,370 Display delivered 616k impressions at an average click through rate of 1.6% which is above average. We successfully drove awareness online of Make a Wish foundation whilst driving people to actually donate. It fit the client’s ethos of excitement and fun and was very relevant to the CSR program itself.

Creative Execution

A combination of radio, social media and display advertising was used to promote the virtual ‘Make a Wish foundation’ duck race. A mini flash game was embedded into our display ad units (a combination of behaviorally and contextually targeted ads). The destination for these ads was split 50:50 between the FB app and the charity website where ducks could be adopted for at USD 8.5 to enter the real life race. This was supported with targeted Facebook advertising to drive to the duck race game on Facebook. Twitter advertising such promoted trends were also was used. The game itself was also referenced in our radio spots that were promoting the CSR program.

Insights, Strategy and the Idea

The objective to drive awareness of the client’s CSR program ‘Make a Wish foundation’. The charity grants the wishes of children between the ages of 3-18 living with life-threatening medical conditions in the UAE. The target audience was wide ranging from families to youth to older thrill seekers which reflected the waterpark’s visitors. The insight lay in leveraging the popularity of Facebook social gaming to spread online WOM. 4.4m of UAE residents over 13 use Facebook (53% of population). This led to the campaign idea of creating a virtual Duck race Facebook app which replicated an actual charity rubber duck race at Yas Water World Abu Dhabi. During the campaign period there was a 5 minute virtual race at 10 am every morning. Participants increased their chances of winning prizes by accumulating power ups by sharing the app or donation website on Facebook, tweeting about the race or inviting friends.