Transforming auctions of vanity into auctions of charity.

Driving awareness for the plates that truly matter, we transformed typical number plate auctions giving them a purpose.

And created a VIP auction with all funds going to hunger relief.

Fuel speculation by hijacking an existing medium that every across the uae noticed: car number plates.

Then, to attract the ultra-elite to spend at the auction, we designed an ultra-exclusive number plate: An Empty Plate, with no unique number on it.

To earn the attention of people and media, starting one morning, over 7 days, we placed empty number plates on 300 cars that drove across the streets of the UAE.

We released 300 cars on the streets of the UAE with a unique number plate – one that was empty.

It attracted eyeballs, generated speculation, and controversy, got police to tow them away and generated nationwide buzz.

Earning attention for empty plates that matter through empty car plates.

The 300 cars with specially designed empty number plates took over the streets of the UAE.

On-lookers were left surprised and perplexed at a series of blank or empty registration plates they came across every day.

With the public and even the police not knowing about them, the cars, sourced for free, drove across the UAE.

And the cars fuelled speculation and controversy, earning the attention of everyone:

• “Is this invisible ink?”

• “Is this a new technology?”

• “Cars with no license plates are being towed.”

• “WTF is happening?”

• “Is it even legal?”

Reveal intention.

Once enough curiosity had been raised, we worked with the media to reveal the real reason - fighting world hunger - and that attracted even further regional and global attention.

Cross-channel content revealed more about the idea and targeted ultra-high-net-worth individuals, both via online profiling as well as through direct marketing, we invited the ultra-elite to attend the meaningful auction where the unique empty plate along with other car plates would be sold, with ALL funds going to fight world hunger.

Several media voices endorsed the idea:

• BBC featurette: “Car plates with the power to fight world hunger.”

• Reuters: “Empty plates to fill millions of empty plates.”

• Yahoo!: “Making world hunger impossible to ignore.”

• Steve Harvey: “For a noble purpose, they bid their money on special car plates.”

• Al Arabiya: “A record for funds generated in regional auctions in UAE.”