MOMENTUM ABU DHABI Abu Dhabi, UNITED ARAB EMIRATES
Media Agency
UM MENA Abu Dhabi, UNITED ARAB EMIRATES
PR Agency
ORIENT PLANET PR Dubai, UNITED ARAB EMIRATES
Results and Effectiveness
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
Creative Execution
Since the ‘Raise your voice. Raise your flag.’ campaign revolved around our website (www.itsallbout.ae), our media mix focused on digital and social media that specifically targeted popular Emirati youth platforms. Since youth were going to be very active on the streets, we used targeted posters, on-ground singing booth activations and truck branding. We also utilized bank statement inserts, digital direct mailers and venue branding to target the bank’s clientele. Our media campaign ran before, during and after National Day.
Insights, Strategy and the Idea
Brief: On the occasion of the UAE’s 43rd National Day, Al Hilal Bank wanted to engage Emirati youth in a meaningful, patriotic way.
Audience: Emirati youth are 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 platform that engages youth online and on the streets
Idea: Use the youth’s voices as they sing or tweet the national anthem to raise the UAE flag to the edge of space.