His Highness Sheikh Mohamed Bin Rashid Al Maktoum declared the year 2016 as the year of reading in the UAE. RTA decided to showcase this initiative in their unique way using their touch points as via media for the campaign. The brief to the agency was to bring the initiative alive through a comprehensive campaign where the mechanics of the book libraries could be explained in a clear and simple fashion. We could use RTA’s own real estate like the metro stations, bus shelters and also general media.
RTA is very close to people’s lives in the UAE. Our campaign showcased the “Read More” initiative in a lovable illustrative style explaining the idea of “Read More” libraries that were installed in metro stations. Commuters could borrow books from these libraries, return them once they were done and also donate their own books to the cause. The campaign was truly integrated with a print campaign in dailies, a microsite, web banners hosted on popular portals and libraries that were placed in schools, college, metro stations and government offices. A short story writing competition was also conducted as part of the initiative, which was hosted on our microsite.
The campaign was extremely well received at every touch point. Consumer surveys showed extensive recall and the lovability scores for the campaign were really high. A truly integrated campaign that also helped us showcase our strength as a communications group.
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