Nakheel “Make a Wish”
Ramadan is considered to be the most blessed and holy month of the Islamic year, and is known mostly for its rigorous fasting. But what many might not know is that it is also the time for charitable acts towards the less fortunate.
The Challenge
Rather than simply spread the word about this festive season, and share good wishes, Nakheel wanted to develop a campaign that would be relevant in this day and age, but still remain true to traditions.
The Solution
The objective was to cut through the usual Ramadan ‘feel-good’ communication and a concept was created that allowed people to not just feel, but also empower them to actually do good - in just 20 seconds.
This would be achieved via a microsite where people were able to share their good wishes with others all over the world. For every wish made on the site, Nakheel donated AED 10 to the Beit Al Khair Society, a non-profit humanitarian organization in the UAE.
On ramadan.nakheel.com, people could enter their wishes, which were then displayed to the public on the website as a star in the sky. As the number of wishes grew, so did the number of stars in the sky, creating a vast galaxy of inspiration for visitors to the website.
Thus, any new visitor to the site would see the huge number of wishes (and the popularity of the initiative) and thus feel inspired to make their own wish.
A Facebook application was created as a means of penetrating Web 2.0 with great success.
The Results
This month-long campaign drew in 39,252 wishes in total, which amounted to almost AED 400,000 (over US$ 100,000) worth of donations from around the world. Furthermore, the campaign generated a huge amount of interest from press and media alike- with coverage in newspapers, national television and the radio.
