As a responsible and creative brand engaging in regular CSR initiatives focused at giving back to the community, for the year 2014 Marina Home briefed Insignia to recommend an engagement initiative that would help the brand give back to the community.
The objective was to develop a platform that not only focused on the brand’s audience but also at the wider UAE market, making the campaign a platform that could be used year after year. The Agency recommended giving away a years' school fees through a creative competition for children aged 8 to 16 years; something that would help position the brand as one that recognises and nurtures talent.
The Marina Star initiative was an online campaign where participants registered and uploaded entries on the campaign website encouraging friends and family to share and like entries to be shortlisted for the final prizes. The campaign was a huge success with over 1,000 entries reaching customers across UAE.