Pan-MENA success of the quest by Unilever
20 Universities, 2500 applications, 150000 FB likes, 1 winner
The much anticipated finale to “The Quest by Unilever” – Unilever NAME (North Africa and Middle East) first ever cross university, cross country competition on university campuses, was held from February 18th – 20th. Titled the ‘NAME Camp’, the fourth and final phase of ‘The Quest’ saw country champions from Egypt, Lebanon, Morocco, UAE and KSA fly into Dubai, UAE, to fight it out for the title of “The Quest Champions”.
This final round saw the five teams made up of 24 contestants present their plans on the launch of Unilever’s Sustainable Living Plan on a digital platform to the Unilever’s Leadership Team. The American University of Beirut (AUB) team was pronounced the winner. Made up of Boulos Hraoui, Ghina Ammar, Grace Eid, Nadeen Shurrab and Natasha Kargodorian, each member of the “Lebanon Team” won a trip to Singapore to celebrate their victory and the opportunity to participate in the Unilever Future Leaders League in Singapore.
Receiving their trophy the team commented, “We are very happy and excited to represent the MENA Region; all we can think about right now is Singapore since we cannot wait to meet the rest of the contestants and compete on a larger scale”.
While in Dubai for the three days of the NAME Camp the contestants also had the opportunity to see Unilever at work. They participated in the hand and oral hygiene program held at the Kindergarten Starters School as a part of the Unilever Sustainable Living Plan while additionally attending Customer Development training with the Gulf Customer Development team, followed by a market visit in order to observe the brands’ activations in-store.
‘The Quest’ has been one of the most successful activations conducted by the Employer Branding team and has been instrumental in helping Unilever MENA attain the No1 FMCG Employer of Choice position. The competition aims to provide freshmen to senior level students, from across majors with the opportunity to participate in the corporate world, translating their academic learning into creating a successful business strategy.
Putting the student’s interest for business to test, it grants them a learning journey that enables the best talent to win the opportunity to participate on a greater scale in the Unilever Future Leaders League in Singapore.
Initiated in September 2013, “The Quest by Unilever” was activated in over 20 key Universities across MENA in 35 days, resulting in over 2500 students from across MENA applying to compete in the event. Of these only 24 individuals were hand-picked from the pool of talent to compete in the final round.
The activation was supported via a digital platform, with its Facebook page on the MENA Unilever-Careers page achieving over 150,000 ‘likes’. Unilever MENA now makes up over 25% of the total Global Unilever page ‘likes’.