2015 Winners & Shortlists

KHALOOHA ALAINA

BrandEMIRATES NBD
Product/ServiceBANKING
EntrantSTARCOM MEDIAVEST GROUP Dubai, UNITED ARAB EMIRATES
CategoryAmbient Media: Small Scale
Media Agency 2 STARCOM MEDIAVEST GROUP Dubai, UNITED ARAB EMIRATES
Entrant Company STARCOM MEDIAVEST GROUP Dubai, UNITED ARAB EMIRATES
Media Agency STARCOM MEDIAVEST GROUP Dubai, UNITED ARAB EMIRATES

Results and Effectiveness

For an investment of any $5K and campaign which lasted only 2 days, the results exceeded our objectives. We are able to surprise almost 200 families who shared their experience on Instagram. (Source : Restaurant data) The campaign delivered 2.5 mn impressions with 79 positive comments 1685 likes.(Source : Agency Social tracker)

Creative Execution

During Eid Al Adha, we collaborated with locally owned cafes and restaurants frequented by Emirati families. For 2 days, when Emiratis asked for the bill, they got a surprise message from Emirates NBD – saying ‘Khalooha Alaina Al Mara’ which said ‘This time its on us’. They all were pleasantly surprised with this random act of kindness and shared their experiences on Instagram. Khalooha Alaina successfully connected with Emiratis in more ways than one.

Insights, Strategy and the Idea

Emiratis are known for their warm and generous hospitality. This tradition goes back to the deserts of Arabia, where Bedouins offered food, water and shelter to any stranger. This unselfish act is still practiced today when Emiratis insist on paying the bill for their guests. It’s called Khalooha Alaina in Arabic – a typical Emirati phrase that means ‘Its On Us’. On the festive occasion of Eid, Emirates NBD needed to create a personal connection with Emiratis . So we decided to surprise them – their way!

Credits

Name Company Role
Pauline Rady Starcom Mediavest Group Associate Media Director
Milad Samia Starcom Mediavest Group Senoir Media Manager
Oliver Mathews Starcom Mediavest Group Media Manager
Mohit Lodha Starcom Mediavest Group Human Experience Director
Jessica Avedikian Starcom Mediavest Group Senior Social Media Executive
Reem Makarem Starcom Mediavest Group Social Media Executive
Rachna Seetharaman Starcom Mediavest Group Media Executive
Javier Bravo Starcom Mediavest Group Digital Media Director
Wesam Ayyash Starcom Mediavest Group Digital Media Manager