WHAT DEFINES #YOUAE?

ASK
HOW DO YOU BUILD BRAND AFFINITY IN A CLUTTERED MARKET?
To celebrate National Day, we wanted to strengthen Mashreq’s brand philosophy by thanking the people of the UAE for all they do to make the country’s achievements possible.
National Day is always something to celebrate in the UAE, but with lots of brands jumping on the bandwagon, the communication space was cluttered and we needed something Mashreq could own and would unite consumers. We wanted to create a social movement with a discussion point at its heart – what makes a country great?
The answer, its people; and #youAE was born.

BRUTAL SIMPLICITY OF THOUGHT
We created the hashtag, #youAE as a platform for people to share real stories of those who are making a difference in the country and launched the campaign on National Day. This was an integrated campaign that lived both online and offline, from OOH, corporate branding to social content and posts.
Just before National Day itself, we shifted the conversation, sharing stories of gratitude towards the nation we all call home.

IMPACT

• Over 6.6 million impressions across social platforms

• Over 715,000 unique films made

• Over 43,000 new fans

• A 95% increase in Instagram followers

• Over 354,000 unique users engaged with our campaign hashtag #youAE

Client: Mashreq Bank
Office: Dubai
Year: 2016