2011 Winners & Shortlists

The Campaign

Saudi Telecom (STC) needed to have a big brand presence during the 2010 World Cup games. We needed to create a buzz in the market that would let all people in the region and Arabic speakers everywhere engage and express their passion for the team they support.

Success of the Campaign

STC leveraged the immense amount of media coverage and hype that existed around the World Cup and got thousands of people to communicate with each other. We enabled all Arabs around the world to get on board and express their football passion.

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

We created the ‘Express Your Passion’ campaign. We produced the first 3D television commercial in the Middle East region, which was used to advertise the launch of 'stce7sas.com' (translation means: STC passion). The website allowed people to compete against one another and accumulate points. They could earn points in a number of ways by joining a team, uploading clips, playing online games including augmented reality games, commenting on profiles etc. The members with the most points won prizes.