2012 Winners & Shortlists

The Campaign

We wanted to generate higher awareness for MasterCard in KSA, a market that is dominated by Visa. As a solution, we decided to associate with the national passion, football, by providing the consumer with an anthem, sung by their local artist, and a means to participate in the sport through local activation. We started by sponsoring the most popular local league, the Zain Saudi League, and partnered with Qusai, a locally born and bred music artist for the anthem. Consumers were then given a taste of the football experience through an on-ground mall activation for the Red and Yellow penalty challenge.

Success of the Campaign

The Top-of-mind awareness of MasterCard doubled! A phenomenal increase! The Qusai video generated 134,000 views on Youtube in the first month of launch. Over 5000 people registered and finally 320 were shortlisted to participate in the penalty play-offs with the prize given away by Qusai.

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

The Campaign was split into 2 phases: Phase 1 - We started promoting the anthem on the music channels in KSA, - The Anthem was seeded as content on all the music channels across TV and Radio and Digital. Phase 2 -After we established the proper hype around the Anthem, we started with the on-ground activation with the distribution of Red & Yellow balls in schools and universities in KSA. -We had also created the Red & Yellow Penalty Challenge, where participants can take the chance of experiencing a Penalty Shoot Out against top Saudi goal keepers. -At the end of the challenge that took place in the key malls in Jeddah and Riyadh, winners walked away with a valuable prize given away by no one other than Qusai.