Amber Case Study:
Where Is My Plate
• Footfall Boost Campaign
What: CSR Campaign
Who: Amber Comm
How: Social, Digital Marketing, Activation
Where Is My Plate:
Helping out
fellow citizens
The city of Dubai experienced unprecedented rains in
April 2024. Roads were flooded, people were stranded,
and the citizens lost a lot – including the number plates
of their cars.
Problem…
With the deluge and chaos that followed the floods, drivers were struggling to locate
their lost number plates. The double-whammy of hefty fines for driving without one,
added to the suffering.
....Solved
A website. Yes, that’s all that was needed. In
a classic case of ‘Why didn’t we think of
this earlier’, Amber Communications took it
upon themselves to execute this simple yet
ingenious idea. A website that we unimagi-
natively named ‘Where Is My Plate’. Where
citizens uploaded plates they found wan-
dering astray, so that they could be re-
turned to their rightful owners.
Insight
Nothing brings people together better than ad-
versity. The innate goodness of Dubai’s citizens
is most apparent in the face of challenges. All it
needed was a push to make it easier for those
who lost it, connect with those who found it.
Concept
We created the website whereismyplate.ae. Its
simple interface allowed citizens to upload pics
of the number plates they found, along with loca-
tion pins and landmarks and other details. Vehicle
owners who have lost plates could search and re-
trieve their plates from the website. In a nutshell,
it was a little ‘Lost & Found’ kiosk that went digital
and scaled up city-wide.
Rollout
The site went live. But the real work started after.
We partnered with over 120 communities in Dubai
who were doing great work to help flood-affect-
ed citizens. WhatsApp forwards were finally put
to good use. As the word spread, more channels
joined in (organically, we must add). Radio sta-
tions, digital publications, traditional newspapers
and TV stations lent their support to the cause.
Influencers, news reporters and RJs also promot-
ed the initiative on their personal social media
handles. For real-world reach, we placed tent
cards in high-footfall areas such as restaurants,
apartment lobbies and grocery stores.
Uptick
$100K
earned media with
a spend of just $900
15.2m
impression
$100K
citizens reunited with their car number plates
