2020/2021 Winners & Shortlists

THE WORLD’S TALLEST DONATION BOX

Short List
BrandTHE MOHAMMED BIN RASHID AL MAKTOUM GLOBAL INITIATIVES
Product/ServiceTHE MOHAMMED BIN RASHID AL MAKTOUM GLOBAL INITIATIVES
EntrantTHE MOHAMMED BIN RASHID AL MAKTOUM GLOBAL INITIATIVES Dubai, UNITED ARAB EMIRATES
CategoryWebsites / Microsites
Idea Creation MULLENLOWE MENA Dubai, UNITED ARAB EMIRATES
Media Placement UNIVERSAL MEDIA Dubai, UNITED ARAB EMIRATES
PR MARKETTIERS4DC London, UNITED KINGDOM
Production THE CONFESSIONAL London, UNITED KINGDOM

Background

In the midst of the COVID-19 pandemic when millions were losing their jobs, those that needed our help most were forgotten and left to suffer. As charitable donations plummeted globally, the billions that would normally have been donated to the needy; had simply dried up and millions were unable to receive the support they required to live. In the UAE, those most affected by this backlash were the hundreds of thousands of low-wage workers, whose income is vital in putting food on the table. We answered an ordinary food donation brief from an NGO, where our challenge became to encourage donations at a time where charity had never been closer to home. The reality was that the world had stopped donating. We created a unique donation mechanic, unlike anything seen before, with an objective to capture people’s attention and, ultimately, turn a charitable cause into worldwide entertainment.

Describe the strategy

In the midst of the COVID-19 pandemic when millions were losing their jobs, those that needed our help most were forgotten and left to suffer. As charitable donations plummeted globally, the billions that would normally have been donated to the needy; had simply dried up and millions were unable to receive the support they required to live. In the UAE, those most affected by this backlash were the hundreds of thousands of low-wage workers, whose income is vital in putting food on the table. We answered an ordinary food donation brief from an NGO, where our challenge became to encourage donations at a time where charity had never been closer to home. The reality was that the world had stopped donating. We created a unique donation mechanic, unlike anything seen before, with an objective to capture people’s attention and, ultimately, turn a charitable cause into worldwide entertainment.

Describe the execution

The World's Tallest Donation Box was a multi-faceted and highly-innovative digital campaign that leveraged the power of modern technology, cross-channel marketing techniques and a unique online donation mechanic to provide 1.2 million meals to those most affected during the global pandemic, while utilising the Burj Khalifa's light display in a way never seen before. Over seven days, strategic digital and offline promotion, including the use of social media, influencer marketing, TV and radio, drove doners to the initiative's specially-developed microsite, which displayed the 1.2 million pixels for sale – each representing a light and a meal. Once donors had selected and purchased their lights, the site's back-end pushed updates to the Burj Khalifa's display servers in real-time, which lit the world's tallest building's lights in a gleaming display of hope and solidarity.

List the results

The campaign was expected to reach its target within one month of launching. In just seven days, all 1.2 million lights were sold, thanks to the generous donations from people of 110 nations and many global brands including Amazon, McDonalds, Unilever, Atlantis Resorts, VISA, West Zone, Tristar Group, Chalhoub Group. What started as a tall ask, quickly became a shining example of human generosity, with USD 3.3 million raised in food aid and just over 1.2 million meals donated. The initiative was covered over 400 times by news outlets, worldwide, and reached a staggering 4.3 billion people. USD 3.3 million raised in 7 days 1.2 million lights illuminated 1.2 million meals donated 166 countries reached 110 donor countries 4.3 billion media reach 1000+ online articles 400+ TV News stories worldwide 500 + Radio 175 million video views 3 million+ website visits in 7 days USD 6.7 million in free marketing

Credits

Name Company Role
Mounir Harfouche MullenLowe MENA FZ LLC Chief Executive Officer
Matthew Butterworth MullenLowe MENA FZ LLC Managing Director
Paul Banham MullenLowe MENA FZ LLC Regional Executive Creative Director
Prerna Mehra MullenLowe MENA FZ LLC Creative Director & Head of Design
Greg Brown MullenLowe MENA FZ LLC Copywriter
Zaheer Abbas MullenLowe MENA FZ LLC Art Director
Mohammed Jawad MullenLowe MENA FZ LLC Motion Graphic Designer
Mounir Mohammed MullenLowe MENA FZ LLC Creative Services Director
Rami Ghanem MullenLowe MENA FZ LLC Group Account Director
Amina El Ashry MullenLowe MENA FZ LLC Account Management
Khaled Al Shehhi The Mohammed bin Rashid Al Maktoum Global Initiatives Client
Latifa Almaarzooqi The Mohammed bin Rashid Al Maktoum Global Initiatives Client
Ghaya AlBannay The Mohammed bin Rashid Al Maktoum Global Initiatives Client
Sherouk Maher The Mohammed bin Rashid Al Maktoum Global Initiatives Client
Ahmed Sari The Mohammed bin Rashid Al Maktoum Global Initiatives Client
Harsh Ashtekar Calm Ray Production
Jon Joseph Calm Ray Production
Damien Courage The Confessional Production
Perry Cooper The Confessional Production
Jay Booth The Confessional Production
Links
Supporting Webpage