Mother of the Nation Festival 2019

As the event partner of the Mother of the Nation Festival, held on Abu Dhabi’s scenic Corniche waterfront walkway throughout March 2019, Pico presented an enthralling spectacle of shows with one united aim: to celebrate the accomplishments of Her Highness Sheikha Fatima bint Mubarak, the Mother of the Nation. The Festival was a major event which ran day and night, commemorating and honouring her dedication, inspirational values and accomplishments.

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Creative and Execution

The MOTN Festival was made up of four zones – Souq and F&B, Happiness, Progress and Special Olympics – which focused on four core principles: celebrating and connecting families and communities; nurturing a more progressive society; cultivating a sense of community and togetherness; and inspiring a progressive future through empowerment, equality and contribution.

To help reach the goals of building a strong brand identity and creating a signature event to celebrate the inspirational and innovative ideas of H.H. Sheikha Fatima bint Mubarak, we brought in Pico’s own Art-Zoo Inflatable Park, an exciting event designed especially for kids, the UAE’s first-ever e-sports gaming tournament, a spectacular fireworks competition, a concert featuring world-famous superstars and Pico’s multimedia edutainment show TRANSPORTA, alongside more than 50 other roving performances and workshops. It is no exaggeration to say that our teams created a mesmerising experience that fully engaged Emiratis and visitors from all walks of life in an inspiring, edutaining and shared experience of togetherness. This was more than a festival, it was a fusion of unique local and international experiences and an expression of love, happiness and progress.

Sustainability

In addition to delivering a festival that embraced local culture and elevated it to a new standard of experience, we also expended enormous efforts to ensure that environmental issues were addressed and properly managed. We repurposed existing materials to give them a new life: we transformed wooden pallets into a workshop structure and a boardwalk and then collaborated with the local community to create a light art installation out of dozens of cookie jars. Almost all built structures were kept for future activations, creating less waste and lowering the Festival’s overall carbon footprint.

Results
  • 80% visitor satisfaction rate determined from an independent survey, with over 90% recommending the festival and saying they would come back again next year
  • 2.4 million social engagements and over 90,000 social followers across multiple social platforms
  • 62 interviews conducted and eight press releases disseminated
  • 60% more engagement than 2018
  • AED11.9 million equivalent advertising value
  • 82% engagement rate on the festival mobile application
  • 253,531 page views between 7 and 23 March on the festival website
  • 2,097 radio spots aired on 15 radio channels in the UAE.
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