2016 Winners & Shortlists

The Campaign

Splash is a 23 year old brand with a strong brand equity & its objective is to build an emotional connect with its consumers and be a part of their daily lives. Idea & Strategy: - The “Heart” or “Love” has very much been a Splash asset since inception. While they were used extensively in the context of fashion, they had never been seen from a heartfelt angle and this led to the development of the Splash 'Heart of Gold' Project. - Splash ‘Heart of Gold’ has been instituted not only in the true spirit of giving during the holy month of Ramadan, but also as a tribute to these unsung heroes who devote their time, money and effort selflessly to the cause of humanity. - Splash tapped this by bringing to light some very personal stories… The challenge was to pull in the right nominations, communicate in a unique and special way that garners people Execution : - The campaign Project kicked off on May 14th 2015, a month before Ramadan to call for nominations. - The project was brought to life through the use of a microsite calling for nominations, 30 days before Ramadan. Further reach was garnered via social media ads and posts, PR stories, radio testimonials and in-store posters - Within just a span of 3 weeks, a total of 586 nominations were received and a list of shortlists were selected. A crew was sent to compile, document and film the stories of these unsung heroes. - The first video went live on the first day of Ramadan and everyday then after for 30 days. - The 30 unsung heroes were felicitated at an award ceremony with an 18 Karat gold heart weighing 50 grams.

Besides the 50,000 plus shoppers visiting the 200 Splash stores across the MENA region, Splash also has an active website with a close to 1 + million visitors. It’s Instagram presence is also commendable with close to 41,000 followers. - Splash received an overwhelming response with 586 nominations across GCC. The campaign was well received on social media with overall impressions of 12,355,794 | 66,000 video views & 350 shares on an average for each of the unsung hero videos which were published on the Splash Fashions Facebook page every day for 30 days of Ramadan. - Twitter reached 2,210,763 impressions summing up to 14,566,557 impression overall on social media platforms. - It also featured on Gulf News, Khaleej Times, various blogs from the UAE & beyond - A Splash 'Heart of Gold' award ceremony was organized to reward these selfless 30 unsung heroes wherein Mr.Raza Beig, CEO- Splash & ICONIC personally felicitated the 30 winners in an intimate ceremony where they shared their experiences and interacted with the other nominees. - They were given a trophy and an 18 Karat gold heart weighing 50 grams. The brands emotions succeeded in expressing its love & bring the good of people.