Al Futtaim Automotive – Driven by Smiles

Brief

Launch an internal CSR initiative during Ramadan, that recognizes the employees contribution

Campaign

A fully integrated campaign, spanning Website, Activation and Social. For 3 weeks, employees were invited to nominate colleagues who embodied the spirit of giving. These were the hard working unsung heroes. At the company offices, workshops, car showrooms and labour camps, staff could register a colleague and vote for them. After voting, 3 winners were declared. They were surprised by their Managers within the workplace, before being flown to their home countries during Eid to spend time with their loved ones.

Results

  • Winner of the MEPRA Gold award
  • 2,500 entries
  • A benchmark for future CSR initiatives across the Al Futtaim Automotive Group
3 weeks, 2500 entries, 3 winners, a whole lot of tears, 1 award and a benchmark for future CSR initiatives across the Al Futtaim Automotive Group.