2015 Winners & Shortlists

Creative Execution

We executed three experiences capturing the tradition, history and celebrations of UAE’s pride in a 3x3 mall space. UAE residents are proud of the progress the country has made through the years, so we took them on a virtual reality tour of the evolution of the UAE using the Oculus Virtual Reality technology. A one of a kind gift vending machine was installed, which gave away National Day gifts each time someone tweeted about the #PrideOfUAE at the activation. A majlis was set up to serve hot tea with Rainbow Milk to everyone who visited the activation.

In 7 days, over 10,000 people experienced history of the UAE with the Oculus Virtual Reality, over 700 tweets were exchanged for National Day gifts at the Tweet Powered Gift Vending Machine and 22,000 tea cups were served at the traditional majlis. The activation also caught the attention on social media and digital platforms, which helped in the growth of our digital communities. We got 101,525 Facebook new fans and 10,700 new followers on Twitter.

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 friend's visit, every celebration, every season since 1955. Objective - To increase brand love with Emirati TG enhancing affinity & loyalty Idea – Using innovative technology to integrate the pride of Emiratis along with Rainbow at a consumer touch point (malls) which is close to the heart of the Emiratis, for an enhanced resonance and consumer connect. And most importantly to celebrate the pride of UAE during National Day in full fervor.