About the Campaign
In the month of Ramadan 2007, Nakheel introduced the "Make a Wish" programme to induce a positive interaction between the users and the brand. Through this, users could make a wish and Nakheel would donate a sum of AED 10 to the Beit Al Khair Society, a non-profit humanitarian organisation in the UAE. The prime objective of this campaign was to drive traffic to this website for the users to make their wishes and interact with the brand.
The brand took a humanitarian approach to engage its users and create a positive outlook in their minds.
Based on the objective of the campaign, an online media strategy consisting of sponsorships, email marketing and banner ads across various websites in the GCC was devised and executed.
Objective, Target Audience & Timelines
The main objective of the campaign was to drive traffic to the website, through which users could make a wish helping flow of donations to the Beit Al Khair Society.
The Target Audience consisted of general people, anyone and everyone celebrating the month of Ramadan.
The Timelines of the campaign were during the month of Ramadan, 2007.
The Strategy
A selection of top portals across the GCC and relevant sections catering to Ramadan were utilised as a part of the plan. The creatives were used artistically to convey the message of the campaign and brand attributes.
Campaign Results
The campaign generated excellent results with 39,252 wishes in total, which amounted to AED 400,000 (over USD 100,000) worth donations from around the world.
