To launch a new initiative encouraging Emirati citizens to archive their documents in a special box designed and produced by the National Archives.
It was uncertain how the community would react to such an idea, as we were introducing a practice that was unheard of before.
Game Plan :
We formulated a creative mix of integrated media including viral videos, digital ads, social banners and 24/7 community management.
We also met with many influencers in the country who actively promoted the initiative.
Mission Accomplished :
The response to the campaign was extremely positive as Emirati citizens rushed to the post offices to claim their boxes.
Through our influencers, we reached hundreds of thousands of Emiratis. In just two months we had started a popular movement and this archiving practice will continue for generations to come.