2022 Winners & Shortlists

Why is this work relevant for Brand Experience & Activation?

It's an immersive experience that brings the greatest speeches of the late Sheikh Zayed to create one beautiful, inspiring speech to motivate the nation.

Background

Ramadan is the most sacred time of the year, a moment of great depth and meaning, based on togetherness, generosity and self-reflection. It’s also the time of year when brands communicate the most with their audiences. Unfortunately, most brands put aside the true meaning of the holy season and create content that sells products only, reaping the benefits of this commercial opportunity FAB took responsibility to change the narrative in Ramadan 2021. The goal; turn the season of promotions and sales into a nationwide celebration of Ramadan by bringing back the true values of Ramadan. One iconic voice can rally the entire nation in reconnecting with its true Ramadan values. Bringing back the values that Ramadan was built on through “The Greatest Speech Yet To Be Told” from the late Sheikh Zayed.

Describe the creative idea (20% of vote)

"One iconic voice can rally the entire nation in reconnecting with its true Ramadan values. This voice is that of the late, great, Shiekh Zayed bin Sultan Al Nahyan. Our idea was to bring back the values that Ramadan was built on through “The Greatest Speech Yet To Be Told” from the late Sheikh Zayed. By collating the greatest speeches by the late Sheikh Zayed, we would create one beautiful, inspiring speech that would motivate the nation and remind us of the values of Ramadan.

Describe the strategy (20% of vote)

SETTING THE STAGE FOR A SPEECH TO BE TOLD: • Partnered with Snapchat to create a Snapchat AR lens that would place our hologram of Sheikh Zayed on a virtual stage. • Placed tailored Snapchat QR Codes and an image of Sheikh Zayed across malls in the UAE. Anyone who would scan them would be taken to the 3D Snapchat lens with Sheikh Zayed reciting a speech. • People were also primed with a call to action to swipe up and watch the full 3:43 minute speech on YouTube.

Describe the execution (30% of vote)

CRAFTING THE SPEECH: • We gathered footage and audio from the late Sheikh Zayed’s most famous speeches • Next, we combined different snippets to create one coherent speech that would highlight the true values of Ramadan. • Partnered with experts in motion capture technology to bring the speech to life.

List the results (30% of vote)

Reach: 8+ million people Ranked #1 in SOV in the entire GCC for all banks During Ramadan, FAB led SOV at 32% followed by ADIB at 29%. FAB also led in the mentions at 34% followed by ADIB at 28%. +68.6% more video views than last Ramadan +71% more interactions than any other FAB campaign The long-form video of the speech on YouTube delivered a completion rate of 10%, 25x more than the benchmark of 0.4% for long formats. It achieved a 20% higher view rate on YouTube and 60% on Facebook and Instagram vs. Ramadan 2020. Positive sentiment increased by +213%, from 9.9% to 21.1% Negative sentiment decreased by -327%, from 10.8% to 3.3%. The Snapchat Lens of the hologram was used by over 777k Snapchat users. It achieved 3x higher the benchmark for Snapchat Lens playtime, 19.52 sec vs. the benchmark of 6.97 sec.