AFA – Driven By Smiles 2


Develop an employment engagement programme that excites and rewards the Al Futtaim Automotive employees


Driven by Smiles

hug digital have successfully executed 2 seasons of ‘Driven by Smiles’ (2015 & 2016). This delightful, internal campaign, asked Al Futtaim Automotive employees to nominate those colleagues that had gone ‘Over and above’ the normal call of duty.

Via internal communication, emails, intranet updates and ‘gorilla-style’ on-boarding, employees learnt of the campaign. They then nominated colleagues via the drivenbysmiles website explaining why they deserved recognition.

A panel of senior Management judged the entries and then embarked on ‘surprising’ the employees with ‘money can’t buy experiences’, tailored to them. Al Futtaim Automotive President, Len Hunt, played an integral role in surprising and announcing the winners in person.

The 4 winners won trips home to see their loved ones, track days and desert drives with Len Hunt Directly.


  • 4000+ entrants nominated
  • Nominations came from car showrooms, offices, service centres and labour camps and was open to all levels of associates.
  • 4 videos created generated 600,000 views