Nakheel Ramadan Facebook Application
A great driver for Nakheel Ramadan's website and the Charity behind it.
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.
Challenge
Nakheel engaged Flip Media to develop a campaign that would be relevant in this day and age, but still remain true to traditions; resulting in a concept that would enable people to not just feel, but also empower them to actually do good - in just 20 seconds.
Creative Solution
On ramadan.nakheel.com, people 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 Nakheel Make a Wish application was created to allow participants to take part in, and spread the Ramadan initiative on the Facebook platform, which in turn generated traffic to the campaign site and word of mouth.
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 and see the growing amount of wishes being made. By adding the application, a Facebook user connects closer with the campaign than a person ‘just’ engaging with website, as it becomes a part of his/her personal profile.
Result
In total, the month-long Nakheel Ramadan campaign drew in 39,239 wishes in total, which amounted to almost 400,000 AED worth of donations from around the world. Furthermore, the campaign generated a huge amount of interest from companies and media alike- with coverage in newspapers, television and the radio.
