The brief in a nutshell
The Prime Minister’s Office launched theBest M-Gov Service Award in its third cycle to promote the award and its categories by developing a participants’ invitation campaign. Followed by a supporting campaign to increase the awareness about the award before the year’s end. The motive to develop the aforementioned is to encourage UAE federal and local entities in addition to Arab governments, as well as UAE university students, to submit their mobile apps for 1 of the 10 available categories.
To start with, we visually translated all 10 categories into 10 tailor-made icons that were inspired by the Best M-Gov Service Award’s innovative logo. We used them in the ad campaign to communicate the award with the relevant audience. Then we backed it up by an informative yet persuasive 150” 2D infographic video that covered the main touch-points; it was promoted on social media channels to engage with the relevant audiences.
One month afterwards, we launched a 45” TVC along with an online and offline ad campaign showcasing the Best M-Gov Service Award as the hero, pressing for more people to participate and share their work and ideas via their apps.
First we announced the nominees on an international, regional and local scale via ads. Second, and to announce the winners, we developed teaser and revealer videos to highlight the importance of mobile apps and technological gadgets in our modern daily lives, in a very simplistic style just how use-friendly these devices are. The videos were displayed at the World Government Summit 2016 as an introduction for the award before announcing the winners. We also composed background videos for each of the winners in accordance to the related categories. We supported the winners’ announcement via ads as well.