2010 Winners & Shortlists

Results and Effectiveness

Over 200 people were recruited during the Ramadan roadshow. The Netlog fan page today is an ART FANZONE hosing 5000 fans 15000 visits and counting. Visits to artonline.tv increased by 55% marking and 80% increase versus the norm. Videos on page achieved hundreds of views and the wall included numerous positive feedback on ART’s coverage and their bold position to support the UAE team. Finally, subscription rate in the UAE also grew by 40% during the period of promotion.

Creative Execution

The core message of the campaign was ‘Are you the number one fan?’ We pooled the entire budget to create a road show with a leading radio station that went on ground late at night where local Emaratis spend their nights after the daily break of fast. Through quiz questions and prize, locals were given the chance to fly with the ART crew to Egypt with the local team. The final draw was announced by the famous commentator Adnan Hamad at the end of Ramadan. To ensure the buzz kept going after Ramadan, a free branded fan page on Netlog was created to include team anthems, pictures from the road show, video of winners in Egypt and blogs on the latest happenings in U20.

Insights, Strategy and the Idea

ART is the official broadcaster of all FIFA events in the region. A key market for them is the UAE - a population that pride themselves with all their soccer accomplishments and who tend to enjoy voicing it. The Country was therefore overjoyed when the UAE were the only Gulf team to qualify for FIFA’s U20s tournament. The challenge was that the only period to promote the activity was during the holy month of ‘Ramadan’ when the trends and habits of people completely change and media costs are inflated.