2014 Winners & Shortlists

The Campaign

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 encouraged people to see beyond money and donate something personal, something bigger. 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. And people did, over 150,000 people from all ages and walks of life registered on our site and united to donate all sorts of kind gestures.

The Brief

Convince people during Ramadan to take a much more involved role in the donations, not get someone else to do it for them. Secondly redefine the traditional donation into a heartfelt action rather than just a regime of giving money. As a telecom brand deeply involved within the community, we wanted people to wholeheartedly participate and see how simple things can make big differences.

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.

Execution

TV campaign urged people to spread the joys everyday with small and simple gestures like Donating Hugs, Thank You’s, Smiles, High Fives, Jokes, Stories, and so on showing there were endless ways to Donate. Press ads encouraged people to donate their time to those who are most in need of company at this time of year. We reached out to the youth through our microsite, and through social media, successfully using the recently launched Instagram video feature all of which reminded people everyday to donate everything but money. Wataniya also launched the campaign from the inside out – encouraging its own staff and the management to be involved and set the standard. On the ground, over 2,700 volunteers were invited to donate the time by visiting orphanages, old-age homes, hospitals and help in preparing Iftar meals for needy.

The Situation

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 Strategy

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.