2013 Winners & Shortlists

Results and Effectiveness

More than 120,000 people saw the event and over 30,000 people participated in the activation, spending an average 90 minutes per visit.* The event drew massive attention on the social media sphere resulting in 65,000 Tweets mentioning #CastrolGoal or #FootballOnIce. Facebook Castrol Goal album was viewed by 20,491 people in one day, achieving a virality of 9.7% (vs a median of 1.92%).** The event also received significant free PR coverage to the value of $160,000. *** In the period following the event, the brand's communication awareness increased from 45% to 57% and sales grew by 10%. ****

Creative Execution

We took Castrol Goal to the largest and most populated mall in the region; Dubai Mall. We transformed the Ice Rink into a football pitch overnight, included a number of activities such as accuracy shots, skills tests, human foosballs and more. All of these were branded Castrol whereby exposing the brand to thousands of enthusiastic onlookers. We assembled the best teams from Jordan, Kuwait, Lebanon, Saudi Arabia and UAE and made them battle it out in a 1 day tournament to win a trip to see the Euro finals in Kiev. Simultaneously, our media teams were continuously updating the match results on the ground for the public to see as well as online for the respective fans to follow and cheer on. #footballonice was created for the first time and the team from Lebanon won the tournament and the coveted trip to Kiev.

Insights, Strategy and the Idea

Apart from speaking the same language, something else unites the Middle East men - their passion for football. So when none of the countries within the region qualified for the European Championship - BP Castrol, the regions No1 Motor oil - stepped in and gave the men in the region something to cheer about by creating 'Castrol Goal'. It was an exciting brief however reality quickly sunk in. How do we stage a semi-professional football tournament when the temperature outside is 110 degrees? Just ‘play indoors'? Not so easy in Dubai when all free indoor space tends to be in a mall and this is where we found our greatest inspiration. We took an existing space, flipped it on its head and turning it into one of the world's largest moving branded billboards in a place where thousands of people least expected it - 'Football On Ice'.