2014 Winners & Shortlists

Brief Explanation

Wataniya is more than just a Telecom Brand. It strives for the well being of society. 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 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. A seemingly simple, yet painstakingly intricate, series of stop motion videos were put together using little more than cardboard, paper and patience. The series introduced cartoonish charters that are meant to deliver the message in a fun and entertaining way. At the same time connect with fans on a personal level and inspire them through the actions of the characters in making a change and participate. 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. 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%.