2016 Winners & Shortlists

Brief Explanation

Even though the UAE is one of the most multicultural countries, the UAE National Day is celebrated only by Emiratis. Expatriates remain merely spectators to the celebratory spirit. On UAE’s 2015 National Day, Emirates NBD, created a tribute to celebrate everyone's contribution to the country We composed a special dedication to all (Emiratis & Expatriates) from leading Emirati singer - Rashed Al Naaimi. It celebrated the “United” in United Arab Emirates.

Results and Effectiveness

2 million+ people reached and engaged Via a social app, thousands changed their profile picture and shared the anthem The song was one of the most requested songs on radio by Emiratis and Expatriates, and received over 104,000 streams and downloads via anghami – a leading music platform in the UAE. It topped the charts in the UAE for 2 whole weeks. The music video achieved a million organic views. Thousands across the UAE changed their profile picture to the colour of the UAE flag via our app and shared the anthem. Emirates NBD achieved 100% positive brand respect.

Creative Execution

The song was promoted online on social media via Emirates NBD's Facebook and YouTube platforms. And paid advertising. It was also placed on Anghami - a leading music platform on UAE - where people could stream and download the song.

Insights, Strategy and the Idea

We didn't want to create another onground activation that would reach a few Emiratis and Expatriates on the National Day, and then be filmed and shared online days later; after the National Day fervour had died down. We wanted to create a simple, shareable piece of content launched a day before National Day that would win share of heart of all Emiraties and Expatriates in the UAE. This content gave Emirates NBD an opportunity to appeal to the Emiratis on their National Day and to Expatriates on their adopted country's National Day too.