28: THE CREATIVE EFFECTIVENESS AWARD (THE CREATIVE EFFECTIVENESS AWARD)
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EMPTY PLATES - UAE Government Media Office
1 Billion Meals
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| Title of Entry: | EMPTY PLATES |
|---|---|
| Brand: | UAE Government Media Office |
| Product/Service: | 1 Billion Meals |
| Client: | UAE Government Media Office |
| Entrant Company: | Saatchi & Saatchi MEA |
| Creative Team: | Chief Creative Officer: Sebastien Boutebel Chief Strategy Officer - Publicis Groupe ME&T: Tahaab Rais Executive Creative Director: Gautam Wadher Creative Director: Rita Harbie Associate Creative Director: Hagall Muniz Motion Designer: Lucas Fuse Designer: Namita Nair Content Manager: Hadi Afif Head of Saatchi & Saatchi ME: Ramzi Sleiman Business Director: Karim ElKari Associate Account Director: Hiam Baltaji Chief Executive Officer - Publicis Groupe ME&T: Bassel Kakish Chief Digital Officer - Publicis Communications ME: Samer Shoueiry Production House: Prodigious ME Chief Executive Officer - Prodigious ME: Sami Saleh Director: Tahaab Rais Executive Producer: Naji Bechara Producer: Roy Abou Rjeily Director of Photography: Aeyaz Hasn Photographer: Mario Haddad Assistant Director: Remy Haddad Post-Production: Optix ME Post-Production Operation Lead: Nayla Chacra Post Producer: Thalia Trad Editor: Omar Kibbe Colorist: Samir Kayal Online Artist: Eddy Farah Sound Production: Vox Haus Music Production House Head of Projects: Matheus de Moraes Gugelmim Head of Production: Daniel Dalla Corte Producer: Cássio Machado SFX Producer: Ícaro Guedes |
| Submission Text: | Campaign Summary// The UAE loves unique number plates. The elite spend millions on them every year and the wider UAE population generates content around them on social media every day. We used the plates that millions do notice, for awareness around the millions of plates that many do not notice. We created the most distinctive plates yet: Empty Plates. This new medium served as a driving force of awareness for the plates that truly matter. Fleets of cars with empty license plates took over Dubai streets. The entire nation noticed, with thousands speculating the plate’s purpose. National news then revealed the purpose of the Empty Plates. The reveal was seeded to the nation’s elite, inviting them to fight world hunger at a VIP number plate auction. It became the largest-ever humanitarian auction, raising $43.8Million. 164million meals were donated to 50 countries in need. The campaign reached 2 billion people worldwide with $4.7Million in earned media. Campaign Goals// Make world hunger topical in a post-pandemic world where hunger rates were reaching new heights Ensure that the millions of dollars spent on VIP license plates in Dubai are used for a charitable, philanthropic purpose Raise enough money to provide hunger relief to millions of families in need Support the UAE in becoming a global leader in the worldwide effort to relieve world hunger Marketing Context// License Plates in the UAE Unique car registration number plates are extremely valuable in the UAE, as they attract attention and command respect on the roads. Every year around $10 million are spent on unique number plates. 8 out of 10 of the world’s most expensive license plates were bought in Dubai. VIP number plates with single digits or repeated numbers even attract user-generated content on social media with users speculating how much was spent on each plate. UAE Government Objectives Led by the Mohammed Bin Rashid Global Initiatives, the UAE aims to create a social movement of humanitarian solidarity, supporting vulnerable families in the Middle East, Africa, South Asia, and beyond. The UAE aimed to become a world leader in the global effort to relieve world hunger with hunger reaching new catastrophic levels in the post-pandemic world. Target Audience// We needed to target the locals who annually spend millions of dollars on license plates per year. They are ultra-high-net-worth individuals in the UAE – Emirati, male, late 20s to late 50s. To create mass awareness around world hunger, we targeted the UAE’s wider population that is always in-tune with occurrences in the UAE via social media. This includes locals, expats, working professionals between 20 and 50. Campaign Planning// While millions of people in the UAE notice number plates, millions of other plates go unnoticed everyday: food plates. How do we turn the attention given to number plates into an opportunity to fill millions of empty food plates? First, we organized a charity auction for unique number plates which would target Dubai’s ultra-elite. Then we innovated a new medium for communicating world hunger. By creating the Empty Plate, we created the most unique plate yet. If cars with empty number plates took over city streets, the entire nation would take notice and generate content around it – speculating what the purpose could possibly be. Then national news would reveal the purpose of the Empty Plates—how they stand for the 800 million people going hungry every day. Dubai’s elite would then be invited to the auction, enabling them to help fight world hunger. Marketing & Media Strategy// To target the ultra-elite of Dubai, we designed a VIP number plate auction. This auction would ensure that every dollar raised would provide 3 meals to children and families in need across the region. To create mass awareness and organic word-of-mouth, we orchestrated a stunt which would get the entire nation buzzing. By placing empty number plates on fleets of cars, we got the entire city of Dubai to create the PR for our campaign. This incited thousands of users on Twitter, Instagram, and TikTok to share theories and speculate the purpose behind these empty plates. National news then revealed the cause behind the Empty Plates, turning the attention gained from the Empty number Plates into awareness around world hunger. The reveal was then seeded to the UAE’s elite, inviting them to the VIP auction to help fight world hunger. Creative Strategy and Execution // Audience Insight: The UAE loves unique number plates. The ultra-elite spend millions on them every year and the mass population love generating content around them on social media. Communications Opportunity: What the UAE had not seen before was license plates with no number at all – the most unique plate yet. The Empty Plate would serve as a reminder of the millions of empty plates around the world that have gone unnoticed. PR Strategy: Create a stunt getting the entire city to create the PR, with user-generated content spreading word about Empty Plates while speculating how they came to be. Reveal the purpose on national news: that the Empty Plates represent the millions of empty plates around the world and the 800 million people going hungry every day. Give new meaning to plates that have long been used to indicate privilege & prestige. Turn plates into representations of philanthropy & charity. Evidence of Effectiveness// RESULT 1: MASS AWARENESS 2 Billion people reached $4.7 Million in earned media Coverage from 12 international news networks Average 60 seconds of airtime Trending Topic on Twitter 460,000 Comments & shares on social media 980,000 Interactions on social media RESULT 2: RECORD HIGH FUNDS RAISED World’s largest-ever humanitarian auction $43.8 Million total raised from all number plates $2 Million raised from Empty Number plate RESULT 3: MASS HUNGER RELIEF 164 million meals donated Across 50 countries in need |
| Other Credits: | Executive Director of Marketing & Communications - UAE Government Media Office: Khaled AlShehhi Senior Social Media Marketing Manager - UAE Government Media Office: Latifa AlMarzooqi Social Media Marketing Specialist - UAE Government Media Office: Ghaya AlBannay |
