2017 Winners & Shortlists
A PRICELESS DELIVERY
|Entrant||FP7/DXB Dubai, UNITED ARAB EMIRATES|
|Type of Entry||Sectors|
|Category||Charities, Public Health & Safety, Public Awareness Messages|
|Title||A PRICELESS DELIVERY|
|Entrant||FP7/DXB Dubai, UNITED ARAB EMIRATES|
|Idea Creation||FP7/DXB Dubai, UNITED ARAB EMIRATES|
|Media Placement||FP7/DXB Dubai, UNITED ARAB EMIRATES|
|PR||FP7/DXB Dubai, UNITED ARAB EMIRATES|
|Production||FP7/DXB Dubai, UNITED ARAB EMIRATES|
The CampaignWe drew people in Dubai in the most popular mall. And helped them deliver food to the children through an interactive wall. Through A PRICELESS DELIVERY medium (an interactive wall), we connected people who wanted to give to the displaced children, with the children themselves. And with every high-quality meal bought from Salma and delivered through MasterCard, we helped people feel as well as see the direct impact of their contributions.
ExecutionAt the very popular Dubai Mall, people were invited to buy a meal pack from MasterCard. People would buy a packet and step up to the wall. An infra-red range sensor would detect them and show them a recording of a child reaching out on screen. As they inserted the pack into the slot, another sensor detected the colour and movement of the pack. This information was fed to a computer in real-time. And the recording on screen showed the child receiving the same pack in one seamless motion. This experience transformed the way people have donated in the UAE. We attracted people to the wall through targeted messaging across key shopping and delivery channels such as Supermarkets, Food Courts and Shopping Sites Social events and posts helped with amplifying the invitations. And deliveries continued, beyond the wall, through a mobile platform.
MasterCard played its part: It did not charge fees. Owing to the government’s involvement, mall space, the wall and the tech were pro bono. The filming was done by volunteers to reduce costs and give more to the cause. Additionally, MasterCard contributed financially to the cause. And also, allowed other payment solutions to be accepted too. 440+ Press articles raised awareness. $530,000 Earned media attracted participation. 109,000 participants across 53 nationalities, in just 30 days, connected to the children. “Very happy to be part of this with my daughter. Helping children by making a real difference. Love it and may you all be blessed.” (Faisal Al Ansari) $1.09 million collected funded 400,000+ meals delivered (and counting) that mattered to thousands. Additionally, 117,000 meals were delivered to refugees outside the Middle East. “This has helped 100,000s of people globally.” (His Excellency Tayeb Al-Rais, Secretary General of Awqaf and Minors Affairs Foundation)
The SituationMasterCard seeks to be a “Force for Good”. Priceless Causes is one of its key pillars; where it connects those, who are underserved, to opportunities, through its technology solutions. MasterCard wanted to play an active role in helping alleviate the scarcity of food aid due to the refugee crises in the Middle East. So, we set-up a system to deliver quality food. And because people wanted to help but didn’t know how to send quality food or ensure it gets delivered, through an interactive experience, we helped people feel as well as see the direct impact of their contributions.
The StrategyPeople wanted to see quality food being sent and ensure it gets delivered. First, high-quality food packs and a system to distribute the packs needed to be set-up. For MasterCard Priceless Causes, we partnered with Dubai’s Government initiative called Salma and created high-quality meals. Next, using NASA’s packing technology, the meals were securely packaged and a distribution system was established. Now, we needed to show people how their contributions were sure to reach the children, even from miles away. MasterCard needed to bring its brand positioning of “Connecting people to priceless possibilities” to life. And we helped the people in Dubai deliver the food to the children, removing the metaphorical wall put between them and the children, by creating an interactive wall in a popular hotspot - Dubai’s leading mall. The innovative and immersive experience was much needed as that would attract people away from “charity apathy” to actively participate.
|Paul Banham||FP7/DXB||Executive Creative Director|
|Tahaab Rais||FP7/MENA||Regional Head of Strategic Planning / Creative Strategy Director|
|Josephine Younes||FP7/DXB||Creative Director / Art Director|
|Nayaab Rais||FP7/DXB||Creative Director / Copywriter|
|Spiro Malak||FP7/DXB||General Manager – Business Unit|
|Deblina Gupta||FP7/DXB||Account Director|
|Sooraj TR||FP7/DXB||Creative Technologist|
|Sameer Islam||FP7/DXB||Strategic Planning Manager|
|Razan Jalloul||FP7/DXB||Account Manager|
|Anis Zantout||FP7/DXB||Business Director – Digital|
|Erol Salcinovic||FP7/DXB||Design Director|
|Sameer Ketkar, Kuba Skowronski, Salvador Porteria, Rey Amio||FP7/DXB||Senior Designers|
|Uday Desai, Pankaj Nainwal||FP7/DXB||Senior Technical Lead|
|Khaled Hamza, Sreenivas Kuniyil||FP7/DXB||Creative Services Manager and Assistant Production Manager|
|Jad Hindy||FP7/DXB||Regional Head of Innovation|
|Dolly Saidy||MINT MENA||Production Consultant|
|Ashraf Muhammadunny||FP7/DXB||Motion Artist and Editor|