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The year 2015 was celebrated as the ‘Year of Innovation’ in the UAE. Both government and private sectors created initiatives to contribute to the theme. MBRSC required a campaign to involve the young generation and encourage them towards innovation. 7G Media planned and created a concept for a social media campaign that would encourage a strong engagement rate.
7G Media conceptualised a campaign using creative infographics and animated videos to encourage people to think innovatively, to contribute towards innovation, and to create awareness about innovation. Later, an ‘Innovation Challenge’ was launched in which people were invited to share a picture or video of anything innovative they had done in their lives. The response was amazing.
A great number of people participated, sharing ideas, pictures and videos of innovative projects from the UAE and across the Arab world, prominently Egypt, Saudi Arabia, Algeria and Jordan. The campaign grabbed public attention and people not only shared small ideas related to their daily work and tasks but also came up with great ideas for projects to be done on a larger scale. A few statistics from the campaign:
Profile visits: 19 200
Tweet impressions: 661 000
Mentions: 1 559
At the start of the campaign, content was shared to spread awareness about innovation and make the point that innovation doesn’t have to be something highly technological or scientific. Anything that helps to improve lives and work or increase the efficiency of the process is considered innovative. Creative GIFs, banners and infographics were used in various social media posts on Facebook, Twitter and Instagram to grab the attention of youth.
The ‘MBRSC Innovation Challenge’ was launched and promoted using animated videos, GIFs and creative images to highlight the importance of innovation for individuals and businesses. The campaign was aimed at convincing people that innovation doesn’t necessarily have to be scientific. If you can improve a simple process in your daily routine, that is innovation! As a result of the campaign, people from across the Arab world shared videos and images of their innovations. The campaign generated a lot of interaction on Facebook and Twitter, increasing the social community of MBRSC.