Charities, Public Health & Safety, Public Awareness Messages
Idea Creation
FP7/DXB Dubai, UNITED ARAB EMIRATES
Media Placement
FP7/DXB Dubai, UNITED ARAB EMIRATES
PR
FP7/DXB Dubai, UNITED ARAB EMIRATES
Production
FP7/DXB Dubai, UNITED ARAB EMIRATES
The Campaign
We drew people in Dubai in the most popular mall. And helped them deliver food to the children through an interactive wall.
Through A PRICELESS DELIVERY medium (an interactive wall), we connected people who wanted to give to the displaced children, with the children themselves.
And with every high-quality meal bought from Salma and delivered through MasterCard, we helped people feel as well as see the direct impact of their contributions.
Creative Execution
At the very popular Dubai Mall, people were invited to buy a meal pack from MasterCard.
People would buy a packet and step up to the wall. An infra-red range sensor would detect them and show them a recording of a child reaching out on screen.
As they inserted the pack into the slot, another sensor detected the colour and movement of the pack.
This information was fed to a computer in real-time.
And the recording on screen showed the child receiving the same pack in one seamless motion.
This experience transformed the way people have donated in the UAE.
We attracted people to the wall through targeted messaging across key shopping and delivery channels such as Supermarkets, Food Courts and Shopping Sites
Social events and posts helped with amplifying the invitations.
And deliveries continued, beyond the wall, through a mobile platform.
MasterCard played its part: It did not charge fees. Owing to the government’s involvement, mall space, the wall and the tech were pro bono. The filming was done by volunteers to reduce costs and give more to the cause. Additionally, MasterCard contributed financially to the cause. And also, allowed other payment solutions to be accepted too.
440+ Press articles raised awareness.
$530,000 Earned media attracted participation.
109,000 participants across 53 nationalities, in just 30 days, connected to the children.
“Very happy to be part of this with my daughter. Helping children by making a real difference. Love it and may you all be blessed.” (Faisal Al Ansari)
$1.09 million collected funded 400,000+ meals delivered (and counting) that mattered to thousands. Additionally, 117,000 meals were delivered to refugees outside the Middle East.
“This has helped 100,000s of people globally.” (His Excellency Tayeb Al-Rais, Secretary General of Awqaf and Minors Affairs Foundation)
People in Dubai want to help those affected by the food crises in refugee camps. But don't know how to ensure the food is good quality and how to believe if the food aid gets to those areas.
This idea got people in Dubai to deliver 400,000+ meals to children and families in refugee camps thousands of miles away across the Middle East, through a new delivery medium - an interactive wall placed in a Dubai hotspot.
We helped people feel as well as see the direct impact of their contributions.
The deliveries then continued through a mobile platform.
Insights, Strategy and the Idea
First, high-quality food packs needed to be created and a system to distribute the packs needed to be established.
For MasterCard Priceless Causes, we partnered with Dubai’s Government initiative called Salma and created high-quality meals.
Next, using NASA’s packing technology, the meals were securely packaged and a distribution system was established.
Now, we needed to show people how their contributions were sure to reach the children, even from miles away. MasterCard needed to bring its brand positioning of “Connecting people to priceless possibilities” to life.
And we helped the people in Dubai deliver the food to the children, removing the metaphorical wall put between them and the children, by creating an interactive wall in a popular hotspot - Dubai’s leading mall.
The innovative and immersive experience was much needed as that would attract people away from “charity apathy” to participate and donate.
Credits
Name
Company
Role
Paul Banham
FP7/DXB
Executive Creative Director
Tahaab Rais
FP7/MENA
Regional Head of Strategic Planning / Creative Strategy Director
Josephine Younes
FP7/DXB
Creative Director / Art Director
Nayaab Rais
FP7/DXB
Creative Director / Copywriter
Spiro Malak
FP7/DXB
General Manager – Business Unit
Deblina Gupta
FP7/DXB
Account Director
Sooraj TR
FP7/DXB
Creative Technologist
Sameer Islam
FP7/DXB
Strategic Planning Manager
Razan Jalloul
FP7/DXB
Account Manager
Anis Zantout
FP7/DXB
Business Director – Digital
Erol Salcinovic
FP7/DXB
Design Director
Sameer Ketkar, Kuba Skowronski, Salvador Porteria, Rey Amio
FP7/DXB
Senior Designers
Asitha HB
FP7/DXB
Illustrator
Uday Desai, Pankaj Nainwal
FP7/DXB
Senior Technical Lead
Khaled Hamza, Sreenivas Kuniyil
FP7/DXB
Creative Services Manager and Assistant Production Manager