2010 Winners & Shortlists

JOIN THE TEAM

BrandMTN SYRIA
Product/ServiceTELECOM
EntrantLEO BURNETT BEIRUT, LEBANON
Entrant Company:LEO BURNETT BEIRUT, LEBANON
Advertising Agency:LEO BURNETT BEIRUT, LEBANON

Credits

The Campaign

Recently, Syria witnessed a football fever like never before, primarily amongst its youth population. Unfortunately, a huge gap exists in the Syrian society: the absence of professional football academies that recruits talents. Suffering from lack of training and exposure, young amateur players have trouble finding a window of opportunity. MTN saw the occasion to fill this gap by offering young Syrians the chance to be recognized for their talents. In addition it also gave people around them the chance to participate in their success.

Success of the Campaign

-More than 200,000 SMSs and calls after only 10 days - 90,000 participants - Massive media coverage across the whole nation, including TVs, magazines, newspapers, news websites, during the entire 4-week period of the competition. - 4 of the participants realized their dreams and joined 3 Syrian national football teams

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

A one-of-a-kind campaign in line with our “can do” spirit and MTN 's sponsorship of the FIFA World Cup 2010 . JOIN THE TEAM campaign gave the opportunity to 22 lucky winners to become members of MTN's Dream Team and play against the Syrian National Football team. TV animation, outdoor, press, radio and bulk SMS were used to promote the campaign.

Credits

Name Company Role
Bechara Mouzannar Leo Burnett Beirut Executive Creative Director
Manal Nagi Leo Burnett Beirut Associate Creative Director
Mahmoud Jleilati Leo Burnett Beirut Associate Creative Director
Samir Fayez Leo Burnett Beirut Copywriter
Waffai Naaily Photography
Artware Production Compnay