2011 Winners & Shortlists

Results and Effectiveness

The campaign was live for 4 weeks during which a total of 56,729,486 impressions were served. There were 9,820,196 unique impressions & 194,938 clicks (CTR 0.34%) The Brazil vs Argentina match sold out its 50,000 tickets in the 1st week of the campaign!

Creative Execution

The idea: All roads lead to Doha The aim was to create awareness about Qatar’s bid, build anticipation for the upcoming Brazil vs Argentina match in Qatar & ultimately sell out the match. Our strategy was domination through sheer visibility and creative impact, leading consumers to the Qatar 2022 website with an aggressive online strategy, supported by other media touchpoints (newspapers, magazines). This meant complete takeovers along with creative media formats on Football & News sites to drive Arab football enthusiasts to the website. In parallel, we exploited multitude of Community websites to build the desired pride, drive word of mouth & gather the needed support for Qatar’s bid amongst the Arab people. We captured all who love football and all who pride their identity at every point with a relevant message - All roads on the World WideWeb visited by them, led them to Doha.

Insights, Strategy and the Idea

Throughout football’s history there have been rivalries that transcend generations, borders & politics. It isn’t always guaranteed that such rivalries meet during global tournaments, but when they do, the earth shakes & the world holds its breath. These matches are engraved permanently in the annals of history. To Host a match of titans is not only a great honour, it’s a great challenge. Doing it right reaps great rewards across the globe. Argentina vs. Brazil: this game transpired as a test ahead of Qatar’s 2022 FIFA bid.Qatar had to prove on several levels its ability to organize & host a prestigious event. Key to success: High turnout fuelled by huge media-blitz. This explosive match would make or break Qatar’s Reputation. There was a need to communicate beyond Football enthusiasts & tap into the pride of Qatari nationals & all Arabs, make them part of History where they can Expect Amazing.