The Insight

Young Emiratis have a deep pride in their country and its leaders. They have ambition for both themselves and the country, but they need guidance to find their role in finding their place in the future and making a difference for the UAE.

The Idea

The Crown Prince Court of Abu Dhabi planned a two-day summit for Emirati university students from across the country to inspire them to take control of their future and demonstrate the UAE leadership’s commitment to Emirati youth. Our challenge was to generate awareness and excitement around the event, and ultimately, drive event registration.

“I’m Emirati and I’m Ambitious”

Our idea reflects the Emirati pride locals have towards their country and encourages users to participate in the event by making their mark as a way to achieve their ambition.

At the outset, we developed a brand identity and narrative taking an Arabic–first approach that would resonate with young Emiratis. From there, we took a multi-channel approach that included a creative campaign, influencer engagement, email marketing, paid media activity, media placements and a travelling university roadshow to amplify messaging and encourage attendance.

The Impact

Students were extremely enthusiastic about the summit and appreciated the opportunity to attend, and through their education and careers, give back to the community. 3,200 Emirati students registered for the event, which was widely covered by media. Over 1,000 students visited the university roadshow to learn about the event, and social media content generated 66,000 impressions and 7,000 engagements.