| 标题 | 1K Marathon |
| 广告公司 | GREY MENA |
| 广告战役 | 1K Marathon |
| 广告主 | MINISTRY OF HEALTH AND PREVENTION (MOHAP), UAE |
| 品牌 | MINISTRY OF HEALTH AND PREVENTION (MOHAP), UAE |
| 首次发布日期 | 2019 |
| 行业领域 | 机构/公益组织/非盈利组织 |
| 哲学 | Background Situation UAE is one of the laziest countries in the world. resulting in dangerously high rates of heart attack amongst its adult population. Brief To encourage UAE residents to adopt a fitter lifestyle. Objectives 1. Generate awareness about fitness among the people. 2. Educating people on how to adopt a fitter lifestyle. 3. Making small physical activities a part of people's everyday life. Describe The Creative Idea (30% Of Vote) As part of the Dream Small campaign, the 1K Marathon served to show the UAE residents that fitness doesn't mean spending hours in the gym or running for miles. It is about doing small tasks every day, so that physical activity becomes a habit and fitness becomes a part of everyday lifestyle. Describe The Strategy (20% Of Vote) Data Gathering 1. Secondary reports on the rising obesity rates in the UAE. 2. Published qualitative research from psychologists on what creates and breaks motivation and habit specifically for physical fitness. Target audience: UAE residents, considered amongst the most lazy globally. Approach: Most people set impossibly high targets for their physical fitness but get demotivated because they can’t consistently do the work needed to meet those high goals. Secondly, because fitness goals take time to materialise, people give up because they don’t see the results immediately. Call to action: Encouraging people to take small steps towards achieving fitness, with the 1K Marathon serving as a physical demonstration of that belief. Describe The Execution (20% Of Vote) Implementation The 1K Marathon was held at one of Dubai's biggest parks - Zabeel Park. Timeline 8 February, 2019. List The Results (30% Of Vote) Site Traffic 86% new visitors visited makom.ae to register for the 1K Marathon. Response 2,940,114 people viewed the 1K Marathon film. Change in behavior 1,261 people ran a marathon for the first time. |
| 媒体类别 | Web Film |
| 长度 | |
| 首席创意官 | Ali Shabaz |
| 执行创意总监 | Vidya Manmohan |
| 文案 | Farhan Siddiqui |
| 联合创意总监 | Nour Deeb |
| 美术指导 | Rolando Ruiz |
| 联合创意总监 | Omaima Saad |
| Client Servicing Director | Dzila Dik |
| 客户经理 | Hala Mounayar |
| 客户主管 | Mohanad Refaat |
| 战略企划总监 | Shagorika Heryani |
| 战略企划 | Nadim Basna |
| Social Media Manager | Qusai Aldawi |
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