We created a regional competition where participants could get a chance to win unlimited business class tickets to any number of destinations to be used within 80 days with $100,000 spending cash. All they needed to do was upload their video or written entries on an interactive website and share their idea of living borderless. We launched the competition through an online viral video driving people towards the live borderless website for registration. The campaign was also supported through print, outdoor, and cinema. With the help of social media and online banners we reached out to the entire region and more.

Within 8 weeks, the viral video garnered over 2 million online views (700,000+ on YouTube alone. In the first 4 weeks, the video had 10 honours including #2 most viewed and #4 top rated in the entertainment category on YouTube.), 715,613 unique visits to the website, 62,071 registrations, 15,678 video uploads, 3,445 facebook fans, over 1000 blog posts and millions of Dirhams worth of free press, making it the most successful online competition in the region ever.