Kippreport’s top insights from the Digital Media ForumMarch 29, 2015 11:16
Masafi concludes ‘Thank You’ campaign
July 30, 2013 3:29 by kippreport
Masafi, a leading FMCG brand in the region, in partnership with the philanthropic organisation, Dubai Cares, has successfully concluded their ‘Thank You’ fundraising campaign that raised a net total of AED32, 507 over a period of three months.
The main aim of the campaign was to assist the development of quality primary education in the developing countries.
As part of the initiative, an online charity auction event was organised that secured a sale price of AED10, 000 for a 1.5 litre bottle of natural mineral water. It was described by the company as a ‘first-of-its-kind’ online philanthropic auction for an everyday bottle of water.
Tony Youssef, founder and CEO of Ecocube FZE LLC, the highest bidder of the Masafi bottle stated that, “The ‘Thank You’ campaign has given me an opportunity to make a real difference to the lives of children through this excellent Masafi and Dubai Cares partnership, which in my eyes has been a winning combination and a very successful campaign.”
The campaign ran from April 11 until June 30, 2013. Bidders and donors were able to log on to www.mostpreciouswater.com to place their bids for the bottle, which was estimated to be the most precious and valuable regular mineral water bottle in the world.
Those who were outbid in the auction were given the option of donating the bid amount to Dubai Cares through the auction site.
Along with holding an online auction, the company also donated a part of the proceeds from the nationwide sale of Masafi water bottles (both, small and large), but did not reveal the amount donated per bottle sold.