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Objective: Increase awareness of the Mashreq Millionaire savings program and launch the bank's social media presence. Campaign: In february 2011, we launched a platform where UAE residents were invited to share with the bank what they would do if they won a million dirhams. Customers shared their dreams, for a chance to win a Mashreq Millionaire saving certificate. With thousands of entries in a matter of days, we saw a notable increase in brand's digital footprint. This video captures a short interview with the campaign winner.