2012 Winners & Shortlists

Results and Effectiveness

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.

Creative Execution

Produced and launched an anthem sung by Qusai, a locally born and bred music artist, very popular in KSA. In order to avoid the high cost of advertising, the song was seeded across TV channels, radio stations and digital channels as content until it gained traction and then went viral. Consumers were given a taste of the football experience through an on-ground mall activation. We organized distribution of red and yellow balls (representing the MasterCard colors) in malls and universities across Riyadh and Jeddah, prompting for online registration. Consumers were then invited to penalty play-offs where they stood a chance to win SR100,000! The entire activation was supported by a multi-media campaign.

Insights, Strategy and the Idea

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.