SmartLife: SAPNA - how 17,793 nails shaped the future for generations to come
Tahaab Rais
Campaign details
Brand owner: SmartLifeLead agency: FP7/DXB (Part of McCann Worldgroup)Contributing agency: UM DubaiBrand: SmartLifeCountry: United Arab EmiratesIndustry: Charities and voluntary organisationsChannels used: Direct marketing, Earned media, buzz, Events and experiential, Online video, Outdoor, out-of-home, Public relations, Social media, Word of mouth, advocacyMedia budget: Up to 500k
Executive summary
This case study describes how charity SmartLife raised money to educate UAE immigrant labourers' children by entertainingly building empathy for their...