Nakheel Ramadan Facebook Application

Background

Ramadan, the most holy month of the Islamic year, is mostly known for the fasting ritual. However it is also a time for people to perform charitable acts towards the less fortunate. Nakheel engaged Flip Media to develop an interactive Ramadan campaign that would do this.

Challenge

The main challenge was to create something modern and relevant, but still remain true to the traditions of Ramadan. 

Approach

The idea was to create a concept that would enable people to not just feel the positive spirit of the season, but also empower them to actually do some good in a simple way.

Execution

The Nakheel Make a Wish Facebook application was created to allow participants to take part in, and spread the Ramadan initiative through Facebook, which in turn generated traffic to the campaign site. On ramadan.nakheel.com, visitors could enter their wishes, which were then displayed to the public on the website. For every wish made on the site, Nakheel would donate AED 10 to the Beit Al Khair Society, a non-profit organization.

The application allowed people to make wishes directly from their own or a friend’s profile page. Facebook users could also view wishes as they were being posted on the campaign site. By adding the application, a Facebook user connects is taking ownership in spreading the message as it becomes a part of his/her personal profile.

Result

In total, the month-long Nakheel Ramadan campaign drew in 39,239 wishes, which amounted to almost 400,000 AED worth of donations from around the world. The campaign also generated a huge amount of interest from companies and media alike- with coverage in newspapers, television and the radio.