When brands endorse or invest in personalities who would be their ambassadors, it’s usually movie stars, teen idols, athletes.
Why choose a brand ambassador?
Millions of dollars change hands and the popularity of the star rubs off on the brand. For new products, a famous endorsement can mean first time trial and even a big credibility boost.
At the turn of the year, CopywriterJournalist.com came across a communication campaign that merited a dedicated blog post in the context of strategic marketing and brand initiatives in the UAE and the Middle East.
It’s not a brand ambassadorship where a company pays a celebrity to say good things about their brand in the hope that their fans and their credibility will boost the brand image.
It’s more inspiring than that.
Meet Haidar Taleb – he’s blazing a new trail in responsible innovation
Haidar Taleb was diagnosed with polio when he was 4 years old and has used a wheelchair to move about ever since. Despite the odds, he stands tall in terms of his achievements.
When the UAE was being decked up for National Day celebrations in UAE, 47-year old Haidar was busy planning a different kind of tribute to his country.
Haidar Taleb and his team along with Sara Al Khalufi of Masdar
On November 11, Haidar Taleb crossed 88 miles in a motorised solar wheelchair becoming the first person in the world to do so in 14 hours. Non-stop. He created a Guinness World Record. With sheer determination.
And that was just the beginning.
Soon after, Haidar travelled more than 200 miles from one corner of the UAE to another in his solar powered wheelchair to raise awareness of the need and importance of renewable energy across the UAE.
Haidar Taleb on his 200 mile journey for UAE's National Day
Starting his 11-day journey in Fujairah, he passed by schools, universities, police stations, and social centres for people with disabilities, completing his journey in the UAE capital, Abu Dhabi, on 2 December, the National Day of the UAE.
“With this journey I hope to raise awareness of disability and sustainability, as well as what we can achieve as individuals if we have the courage and determination to try. When we have this determination, there are no limits to our creativity. That is the message I want to spread.”
Haidar Taleb
Welcoming Haidar Taleb to Abu Dhabi
Abu Dhabi is the current base of CopywriterJournalist.com and we were there to welcome Haidar to our city and cheer him on and accompany him across the city up to the finishing point of his 7-emirate journey – the Abu Dhabi Breakwater at the end of Corniche.
Haidar Taleb completes his UAE National Day journey in Abu Dhabi
You’ve read the previous post and video on how people celebrated the 39th UAE National Day in Abu Dhabi. This post is about how CopywriterJournalist.com celebrated. With Haidar.
Haidar Taleb completes his 7-emirate journey in the UAE capital, Abu Dhabi
How is Haidar Taleb’s journey related to brands and brand ambassadors?
It is. In a smart and intelligent way.
Haidar is not just a determined man who has created a world record. He is the inventor of the solar powered wheelchair he uses. His world record attempt and journey across the UAE, as well his development of the wheelchair, has been supported by Masdar.
Masdar is Abu Dhabi’s multi-faceted initiative for the development, commercialisation and deployment of renewable and alternative energy technologies and solutions. They are also the people behind Masdar City – Abu Dhabi’s clean-technology cluster located in what aims to be one of the world’s most sustainable urban developments powered by renewable energy.
CopywriterJournalist found the support of Haidar Taleb by Masdar meaningful and more importantly thoughtful too. From a strategic communication and social media perspective, the brand kept Haidar in the forefront.
An integrated social media and online campaign
The campaign had a dedicated website – Be With Haidar. It had its own Twitter account, Facebook page, geotagging, Flickr stream, and a YouTube Channel too. The ‘support wall’ on Haidar’s website is a great reflection of the way this campaign touched people.
The bigger picture for Masdar’s choice of Haidar Taleb – in CopywriterJournalist’s opinion
The money spent by Masdar in sponsoring Haidar is going into developing a wheelchair that runs on solar power, to make it commercially viable. Haidar might not be a celebrity or a superstar but his work would do more for our world than a million dollar ad campaign.
For an Abu Dhabi and UAE based brand that is committed to renewable energy – we feel Masdar has made a very smart choice. They haven’t announced Haidar as an ‘ambassador’ but the way we see it – he’s helped us see his sponsors in positive light. More brands should follow suit – if not for commercial reasons, at least as part of their CSR initiatives. We’ll love them for it.
Founding editor of CopywriterJournalist.com, Farrukh Naeem and Hassan Kiyany, an Emirati director and film maker also made a short film as a tribute to Haidar. You can watch it on Farrukh’s Copywriter in UAE blog and Hassan’s blog.
