2012 Winners & Shortlists

The Campaign

Being the diamond sponsor of the Arab Games 2011, Qtel - Qatar Telecom - wanted to create a corporate campaign that reflects its support to sports and closeness to people beyond its telecommunication products and services. This campaign aimed to reach all people in the Arab world and not just in Qatar, so the approach had to be Pan Arab oriented. This was a big challenge and we looked at it as an opportunity to spread a message that goes beyond the Arab Games in order to touch every Arab's heart and mind in these critical times that the Arab world is going through. We wanted Arabs to feel united and give them a chance to express their pride after ages of oppression. We created a holistic campaign in order to reach the highest number of people. Everything carried one message "I am Arab and Proud".

Success of the Campaign

The minute the campaign kicked off, everyone started talking about it and it spread online like wild fire. The amount of press releases, comments, posts, shares, tweets, likes (150,300+), etc... reached the highest ever for a campaign done in Qatar. It became an open forum where people across the Arab world started expressing their feelings and their Arab pride. It's enough to read people's comments on YouTube, Twitter, Facebook, and even press releases to see how effective this campaign was and how it really touched Arabs profoundly. A small example: "Even if we are not politically united, it's good enough that our hearts are." Not only that, but in some tweets, people felt that the message was so strong that they wished this campaign was the campaign for the Arab Games itself and not for a sponsor.

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

"I am Arab and Proud" was the message communicated to make every Arab feel that she/he belongs to the Arab Nation. We made sure to cover as many channels as possible in order to reach people effectively: - A 60" TVC broadcasted across Arab countries showing people from all Arab countries and a script that tells why an Arab should feel proud - Everyone coming to Qatar for the Arab Games received a welcome pack at the airport with a T-shirt, wrist bands, badges and a leather passport cover with "I am Arab and Proud" printed on them - Print, outdoor and radio - In-mall activations where we asked people to express their Arab pride on a huge wall - Making people express their pride online through social media and by giving them the opportunity to add "I am Arab and Proud" to their profile images