Socialize only UAE agency among the Webby winners
Posted on 2023 May,18

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Socialize, the Dubai-based socially-led creative & media agency, has been recognized at the 27th annual Webby Awards this month, for a first-of-its-kind employee relations campaign using NFTs, created for its client Plus Company.

The PlusConnect NFT Collection and Innovation DAO won in the HR and Employee Experience category, with Socialize becoming the sole agency winner from the United Arab Emirates (UAE) at the annual awards show, which recognizes the best of the internet.

The impetus behind PlusConnect was the 2021 formation of the Plus Company, an agency network combining digital and creative services from across the globe with 3,000 employees in 25 agencies, there was a pressing need to help members connect and get to know each other – but these agencies are located in 13 countries across many different time zones, so it wasn’t a case of organising a company away day. Web3 seemed a natural choice – and a good way to help employees who knew nothing about it to engage – and the idea of PlusConnect emerged.

Developed through a collaborative effort between Socialize, We Are Social and Fuseproject, it involved the creation of 25 customisable NFTs, one for each agency in the network.

All 3,000 agency employees were invited to claim their artwork, created by the designer radarboy3000, by registering a Web3 wallet if they didn’t already have one, and minting an NFT.

Once claimed, the NFTs were designed to evolve when the owner interacted with another Plus Company member, creating a one-off piece of art for everyone involved.

Those with the highest number of connections were recognised on a leaderboard which allowed the top connectors to win rewards including the grand prize of a trip to SXSW. 

The campaign saw remarkable success, facilitating over 23,000 connections across the organization within just 90 days. With 800 employees claiming their first NFT and 3,000 NFT holders joining the Innovation DAO, PlusConnect has proven to be a remarkable initiative.

PlusConnect is not the only first-of-its-kind work developed by Socialize and We are Social. In 2014, Socialize was behind MAF Properties’ AR-fueled gamification experience. Also, in 2016 the Dubai-based team developed the world’s first automotive, AI-driven Messenger Bot. The business itself was the first socially-driven creative and media agency in the region when it launched in 2010.