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 should 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 event itself 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 through different channels: TV, Print, Outdoor, Radio, Online, mall activity, welcome pack and giveaways, social media. Everything carried one message "I am Arab and Proud". As an outcome, this campaign was a breath of fresh air for Arab people. The numbers and comments and reactions showed clearly that this campaign touched deeply their hearts and minds.

The Brief

We wanted to spread a message or a wake up call that we - Arabs - speak the same language, share the same great history and values, and together we can shape a brighter future. We wanted Arabs to feel proud that they belong to one nation, the Arab Nation. We wanted every Arab to feel and say "I am Arab and Proud".

Results

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.

Execution

"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

The Situation

The latest events in the Arab world changed the course of many nations and its people. Fighting for what they believe in, their strength and resilience was fueled by their pride. With different Arab nations fighting for the same cause, it was time to encourage unity in a region that hasn't seen eye to eye.

The Strategy

This could have been another sponsorship campaign for a sports event. However, we wanted to go beyond just communicating the Arab Games and find a relevant role for Qtel. In other words, we wanted to take over the Arab Games. With 21 Arab countries congregating in Qatar, the Arab Games 2011 was the perfect opportunity and platform for Arabs to demonstrate their unity. As a telecom company, Qtel's role grew further during the Games by opening channels between Arabs to connect, cheer, communicate and express their pride. With this spirit and togetherness, everyone was a winner. Qtel - We salute our Arab pride.