Brand | DU (EMIRATES INTEGRATED TELECOMMUNICATIONS COMPANY) |
Product/Service | TELECOMMUNICATION |
Entrant | LEO BURNETT DUBAI, UNITED ARAB EMIRATES |
Category | Financial & Business Products & Services, Commercial Public Services |
Idea Creation
|
LEO BURNETT DUBAI, UNITED ARAB EMIRATES
|
Media Placement
|
STARCOM Dubai, UNITED ARAB EMIRATES
|
PR
|
MSL GROUP Dubai, UNITED ARAB EMIRATES
|
The Campaign
To remind people of the sanctity of the Holy Month of Ramadan, we created Digital Fasting, incorporating technology into the list of behaviours that Muslims are asked to abstain from during sunlight hours in this month.
Creative Execution
We found a volunteer – not an influencer but a busy social media character – to attempt Digital Fasting for the month. We policed and documented online this attempt, careful to record the struggle, the acceptance and the ultimate enlightenment that the process initiated. Our volunteer was able to go online after sunset to share his thoughts and receive the thoughts of those who were following him, which ranged from those inspired enough to follow his example, those who tried it out for an hour or so every day and those who were spiritually humbled by the idea, but felt unable to do without technology.
Describe the success of the promotion with both client and consumer including some quantifiable results
-Overall Media Impressions: 40.400.000
-Social Impressions: 23.329.665
-Social Engagement (actions): 2.930.992
-Total Social Media Reach: 17.636.551
-Total Social Media Views: 5.015.294
-Organic Social media snaps generating more than 5k views
-Earned media worth more than $500 k
-4 broadcast interviews – 24 Articles
887,026 OTS (OTS: Print Circulation figures X 4 = Media Reach. Please note online, social, and broadcast impression is not included into this)
Explain why the method of promotion was most relevant to the product or service
The limited time frame (one month) turned digital Fasting into a promotion for brand engagement, while the very definition of 'digital Fasting' and its mechanics through a volunteer actually attempting the challenge puts into into the activation category.
As If data consumption wasn’t already the third highest in the world for the rest of the year, it spikes during Ramadan. Yet the community, young and old, are devout in their faith and practice fasting with great discipline. To remove the use of communication technology, particularly the social media Channel, represents a whole new test of faith, yet is true to the tradion of Ramadan. There may be physical resistance to the idea, but the devout heart cannot help but embrace it.
Credits
Bechara Mouzannar |
Leo Burnett Dubai |
Chief Creative Officer |
André Nassar |
Leo Burnett Dubai |
Regional Executive Creative Director |
Rafael Augusto |
Leo Burnett Dubai |
Creative Director: |
John Smeddle |
Leo Burnett Dubai |
Copywriter |
André Nassar / Rafael Augusto / Bruno Bomediano |
Leo Burnett Dubai |
Art Director |
Karim Yusuf / Roger Possato |
Leo Burnett Dubai |
Digital |
Tony Kayouka |
Leo Burnett Dubai |
Social Media Director |
Hazar Ibdah |
Nightingale's Echo |
Arabic Ccioywriter |
Haytham Dayeh |
Leo Burnett Dubai |
Communication Servicing Director |
Amir M. Zeitouni |
Leo Burnett Dubai |
Senior Account Manager |
Shereen Mostafa |
Leo Burnett Dubai |
Head of Production |
Zeina Daoud |
Leo Burnett Dubai |
Producer |
Danielle Arden |
Entertainment Work |
Director |
Entertainment Work |
Entertainment Work |
Production House |
Mofeed Abu Algebeen |
Entertainment Work |
MD |
Samer Asfour |
Entertainment Work |
Executive Producer |
Chady Asfour |
Entertainment Work |
Line Producer |
Georges Mallo |
Entertainment Work |
DOP |
Mark Hayek |
Entertainment Work |
Assistant Director |
Rita Mechiedjian |
Entertainment Work |
Post Production Producer |
ELie Mondalak |
Entertainment Work |
Editor |
Raed Bou Hamdan |
Starcom |
Associate Director |
Nivritti Ashok |
Starcom |
Senior Media Executive |
Feras Hamtini |
Starcom |
Performance Manager |
Layal Dalal |
SML Group |
Comms Manager |
Nela Lukic |
SML Group |
Content Strategist |
Gregory Henderson |
SML Group |
Group Account Director |
Humaida Alkhalsan |
du (Emirates Integrated Telecommunications Company) |
Director Corporate Communications Projects & Sustainability Commercial |
Hala Badri |
du (Emirates Integrated Telecommunications Company) |
Executive VP Brand and Communications |
Links
Video URL