Masdar ZSP: Advocating Sustainability Globally

About Project

Live Project
November 2022


Masdar is a global leader in renewable energy and sustainable urban development. The Zayed Sustainability Prize (ZSP)– Part of Masdar -  is the UAE’s pioneering global award for recognizing enterprises, non-profit organizations and global high schools for their innovative and impactful solutions in sustainability. The Prize has five distinct categories: Health, Food, Energy,Water and Global High Schools. A core essence of the Prize has been its understanding of the multi-faceted nature of the challenges the world faces, in order to achieve a sustainable future.


BPG’s objective was to Reach & Engage the sustainability niche across 65 markets then encourage them to participate in the global competition by filling in the 8 steps essay for a chance to get the required funding for their sustainability project.

Zayed Sustainability Prize website


We deployed best in class audience intelligence and clustering through partnering with Xaxis PBU (Group M), Google and LinkedIn and served custom creative to better systematize the communication across the 65markets and their respective languages / category. We had an always on lookalike audience based on the first party data collected to further improve on the targeting and set reminder triggers to the participants who initiated their entry but have not completed their submission.


We had a +10x in Video Views (1.6Mn Views vs. a KPI of 0.16Mn) and 30% YoY Growth in Submissions for 4 consecutive years (1000 submissions in the first year).