2015 Winners & Shortlists

The Campaign

From its skyscrapers to blissful lifestyle, UAE has grown by leaps and bounds, the Emiratis are very proud of this progress. During all these years of robust progress when the country was transforming, Rainbow was always in the background for almost 60 years. Rainbow has been a part of every morning, every evening, every family picnic, every drive, every kitchen cupboard, every breakfast table, every comforting moment, every friends visit, every celebration, every season since 1955. Objective - To increase brand love with Emirati TG enhancing affinity & loyalty Idea - To integrate the pride of Emiratis along with Rainbow at consumer touch points like in malls, beach, park, online, Majlis, which are very close to the heart of the Emiratis, for an enhanced resonance and consumer connect. And most importantly during National Day, which has national pride followed in full fervor.

Success of the Campaign

190,000 cups of Karak Rainbow Milk tea were served at the mall and bus activation. During the campaign over 36,000 users experienced the evolution of the UAE through the Oculus Virtual Reality technology. On social media 101,525 new Facebook fans were added. We received over 1,675 tweets with #PrideOfUAE and increased our twitter community strength by 10,700 new followers.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

Emirati Pride was resonated with Rainbow creating a gigantic outdoor at Sheikh Zayed Road wishing UAE on its 43rd National Day. We participated in the National Day parade with branded 1955 Land Rovers. We ignited the pride of UAE on social media with content + contest where consumers expressed UAE’s pride through milk-art, images of monuments and pride moments. At malls - one of the favorite Emirati hangouts, we activated culture & pride in a 3X3 space though a Majlis serving Karak Rainbow tea, National Day gift vending machine and virtual reality experience of UAE’s past/present. The experience was further extended to other Emirati hangouts through the Rainbow bus having the above experiences.