2015 Winners & Shortlists

Creative Execution

Emirati youth used computers, mobiles, tablets, special interactive booths and bilingual hashtags (#ItsAllAboutUAE) to sing or tweet the national anthem. Mobile/tablet accessibility and social media engagement along with outdoor media and on-ground activation in high-volume areas (before, during and after National Day) were utilized to generate participation around the UAE. Entries fed in real-time into the altitude meter on our website (www.itsallbout.ae). Social media/video content was utilized before, during and after National Day to sustain engagement.

Participation: 10,218 entries Earned Media: AED 800,000+ Social Media Community Growth: 9.6% in less than a week YouTube Engagement: achieved 56,000 minutes Brand Affinity: 27% increase amongst Emiratis Flag Altitude: 102,000 feet

Brief: Engage Emirati youth during the UAE National Day Audience: Emirati youth are a very discerning, patriotic and active niche. Our bank is seen as innovative, transparent and Emirati-focused. Insight: Emirati youth enjoy being the LOUDEST and PROUDEST demographic during National Day celebrations. Strategy: Create an integrated interactive experience that evokes national pride amongst youth online and on the streets Idea: Raise your voice. Raise your flag: An interactive movement where Emirati youth raise the UAE flag to the edge of space by singing/tweeting the national anthem.