2020/2021 Winners & Shortlists

Why is this work relevant for Brand Experience & Activation?

National Geographic Moments was a social media competition that encouraged all participants to head out into the world and capture and iconic moments that deserve to be featured in this prestigious magazine. While it started on social media, the core of the idea relied on an on-ground experience. Making it relevant for this category.

Background

National Geographic is synonymous with iconic photography. All those who follow the brand on social media in the middle east have one common interest - photography.

Describe the creative idea (20% of vote)

National Geographic Moments was a region-wide photography competition that challenged all our fans and followers to capture the souks (local markets) of the region in the most iconic way, for a chance to win prizes worth up to $60,000 and the honour of having their photograph featured in the next edition of National Geographic. Leading to 50,000 submissions and 63 million followers. Making National Geographic Abu Dhabi the most followed brand page in the middle east.

Describe the strategy (20% of vote)

Social listening and analysis revealed that the one thing all National Geographic followers had in common was an interest in photography. So we decided to use the brand's heritage of being associated with Iconic photography, to give our fans a chance to have their captured moments become part of this heritage.

Describe the execution (30% of vote)

National Geographic Moments was a region-wide photography competition that challenged all our fans and followers to capture the souks (local markets) of the region in the most iconic way, for a chance to win prizes worth up to $60,000 and the honour of having their photograph featured in the next edition of National Geographic. The dream of having their entries featured in the same magazine that has given the world some of the most unforgettable photographs led to over 50,000 submissions. The most iconic of the entries were picked by Muhammed Muheisen, one of the region's most celebrated photographers, and revealed to the world at an exclusive exhibition in Dubai. The top 100 were published in a special edition of the magazine the month after. The competition increased our social following to 63 million. Making National Geographic Abu Dhabi the most followed brand page in the middle east.

List the results (30% of vote)

- 50,000 total entries - Most shared posts in the history of National Geographic Abu Dhabi - 24.6 million total reach - 3.2 million total engagement - Over 63 million followers on social media Resulting in National Geographic Abu Dhabi becoming the most followed brand page in the middle east