28: THE CREATIVE EFFECTIVENESS AWARD (THE CREATIVE EFFECTIVENESS AWARD)

The Warm Winter Livestream - The Warm Winter Initiative - The UAE Government Media Office JPEG
The Warm Winter Livestream - The Warm Winter Initiative - The UAE Government Media Office MP4 2m:14s

The Warm Winter Livestream - The UAE Government Media Office
The Warm Winter Initiative

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The Warm Winter Livestream - The UAE Government Media Office - The Warm Winter Initiative
Title of Entry: The Warm Winter Livestream
Brand: The UAE Government Media Office
Product/Service: The Warm Winter Initiative
Client: The UAE Government Media Office
Entrant Company: The UAE Government Media Office
Creative Team: UAE Government Media Office:

Alia AlHammadi, Vice Chairman – UAE Government Media Office / UAE Government Media Office
Khaled AlShehhi, Executive Director of Marketing and Communications / UAE Government Media Office
Khadija Abdulla, Executive Director of Government Communication / UAE Government Media Office
Abdulla AlNuaimi, Director of International and Regional Media Department / UAE Government Media Office
Latifa AlMarzooqi, Senior Social Media Manager / UAE Government Media Office
Ghaya AlBannay, Social Media Specialist / UAE Government Media Office
Mohammad Mahmoud, Senior Video Editor / UAE Government Media Office
Mohammed Ouraab, Video Editor / UAE Government Media Office
Amedee Sabra, Video Editor / UAE Government Media Office
Amal AlJaqa, Associate Project Manager / UAE Government Media Office
Ahmed Sari, Art Director / UAE Government Media Office
Ghaleb Al Jawhary, Senior Copy Writer / UAE Government Media Office
Ahmed Montaser, Consultant Operations / UAE Government Media Office
Yousuf Al Hashmi, Associate Operations Manager / UAE Government Media Office
Fatma AlBannay, Head of Partnerships and Campaigns / UAE Government Media Office
Alia’a Hasan, Media Relations Specialist / UAE Government Media Office
Hana Shafeek, Media Relations Specialist / UAE Government Media Office
Ammar Al Khrisat, Executive Producer / UAE Government Media Office
Suha AlAleeli, Advisor Partnerships and Campaigns / UAE Government Media Office
Sara Al Nuaimi, Director / Mohammed bin Rashid Al Maktoum Global Initiatives
Nada AlMarzouqi, Senior Project Manager / Mohammed bin Rashid Al Maktoum Global Initiatives


Submission Text:
THE BRIEF:

Mohammed bin Rashid Al Maktoum Global Initiatives (MBRGI) is a foundation that was established by the UAE Government to improve the world through humanitarian, developmental and community work.

It seeks to identify problems and challenges faced by the underserved and underprivileged areas of our world.

In the winter of 2021/2022, with underprivileged areas globally facing a harsh COVID-19 winter, MBRGI wanted to launch a humanitarian fundraising campaign calling on everyone to help vulnerable people get through the winter.

The campaign would seek to support hundreds of thousands of refugees and families in need in Africa and the Arab world. And it aimed to raise over US$10 million (AED 36.65 million) to provide food, winter clothing, blankets, mattresses, and critical aid to help displaced men, women and children prepare for harsh winter conditions.

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THE APPROACH:

The role of society depends on everyone’s participation, and belief in the importance of high human values and solidarity to support those less fortunate.

We each have a role to play, and can make a positive impact.

The UAE is no stranger to good deeds and humanitarian work that the region and world desperately need.

Now, warmth in winter for those facing harsh winter conditions is no less important than food and water.

There are millions of refugees and displaced people who need all the support they can get.

And we wanted to get someone with real influence to participate, excite and incentivize everyone to contribute, and bring warmth to the lives of those who are deprived of it.

Now, most social media influencers aren’t seen to be genuine.

But when they are authentic, they create real influence.

We partnered with a gaming influencer and influenced donations through live gamification.

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THE IDEA:

“The Warm Winter Livestream”:

We partnered with gaming influencer and content creator, the YouTube star Hassan Suleiman "AboFlah", who announced to his 22.7 million followers and the wider public across the Middle East that he would live in a glass box, right opposite the world’s tallest building – Burj Khalifa - starting on January 7 to raise $10 million in aid for refugees in the region.

He vowed to remain inside the glass box, located alongside Burj Khalifa, until the money was raised. He would eat, sleep, rest and stay in that box.

To unlock him from the box, just as in any game, people had to achieve the goal of $10 million.

All experiences inside the glass box were documented live via a livestream on YouTube, as AboFlah encouraged people across the region to contribute whatever they could to help bring warmth to those suffering a cold, harsh winter.

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IMPLEMENTATION:

Abo Flah’s gamified livestream caught everyone’s attention.

TV news and media channels were engaged and shared live updates, amplifying the livestream’s reach.

Press coverage, locally and regionally, drove popularity.

Popular media platforms celebrated the livestream and enhanced coverage.

Movie stars and media celebrities were invited, and they showed up with friends and family to show support and donate to the initiative too.

And the livestream trended across social media, becoming the talk of the UAE and of the region.

Enabling people to connect live with Abo Flah, we saw people across ages and nationalities dial in and encourage him on. We also saw children from beneficiary refugee camps dial in and support

As donations grew from 1 million to 2 million to 3 million to 4 million and beyond, we noticed beautiful moments such as children from Malawi donating $136.

Seeding on gaming sites spread the word with gamers too.

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RESULTS:

The livestream became the most re-shared content from the UAE in recent history, and the most impactful one too.

Along the way, AboFlah recorded 268 hours, 14 minutes and 20 seconds of live streaming during 12 days.

Peak livestream viewers: 698,000.

Total livestream viewers: 163 million.

Guinness World Record #1: Most viewers for a charity donation livestream on YouTube.

Guinness World Record #2: Longest video livestream.

UGC: 28,150.

Engagement: 121.1 million.

Earned Media Value: $10.7 million.

Total Number of Donors: 155,065.

Total Donations: $11,053,174 vs. the target of $10 million in just 12 days!

Total Families Benefitted: 110,531, across 120 countries.
Other Credits: Galaxy Racer:
Hassan Soliman “AboFlah”, Youtuber and Content Creator / Galaxy Racer
Allan Phang, Chief Marketing Officer / Galaxy Racer
Walid Singer, Chief of Staff / Galaxy Racer
Eyad Siyam, Head of Creators and Content / Galaxy Racer
Dania Hajj, Senior Production Manager / Galaxy Racer
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