2014 Winners & Shortlists

The Brief

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.

Describe how the promotion developed from concept to implementation

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.

Describe the success of the promotion with both client and consumer including some quantifiable results

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%.

Explain why the method of promotion was most relevant to the product or service

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. So we knew then that our communications would need to be vibrant, entertaining, fun and inspiring to meet the campaign’s objectives. Key Objectives: Introduce the campaign and boost awareness through different platforms. Engage with fans to participate in campaign charity events and activities. Increase followers.