Brand | OOREDOO TELECOM |
Product/Service | OOREDOO TELECOM |
Entrant | LEO BURNETT QATAR Doha, QATAR |
Category | Best Use or Integration of Experiential Events |
Entrant Company
|
LEO BURNETT QATAR Doha, QATAR
|
Contributing Company
|
LEO BURNETT QATAR Doha, QATAR
|
The Campaign
Ramadan, the Holy month of Islam, is a great occasion for companies to spend millions in advertising. This ends up with a cluttered scene of different sorts of communications, which end up mostly traditional, stereotypical, and cliché while counting mainly on the classical areas of media channels. Moreover, Ramadan is a very religious period of the year. Therefore, all communications have to be culturally and religiously 'acceptable'. This fact creates a lot of restrictions.
Results
Ramadan, the Holy month of Islam, is a great occasion for companies to spend millions in advertising. This ends up with a cluttered scene of different sorts sort of communications, which end up mostly traditional, stereotypical, and cliché while counting mainly on the classical areas of media channels. Moreover, Ramadan is a very religious period of the year. Therefore, all communications have to be culturally and religiously 'acceptable'. This fact creates a lot of restrictions. “A smile to someone is an act of charity” Prophet Mohammed (Pbuh), we started from this quote and decided to fill people's hearts with joy during Ramadan. Sounds good, but why not make people experience something different for the first time in Qatar! To bring our idea to life, we created Alrabaa, Arabic for the fellows, 7 mascots inspired by Ooredoo’s logo. We introduced the different characters in print and online, created their own Facebook tab in Ooredoo's Facebook page to track their activities and recruit volunteers, then took them to the streets, for some good deeds and a good time. The Alrabaa's buzz started spreading offline and online. Volunteers joined them in their mission. Alrabaa captured the hearts of everyone, turning Ooredoo into a human, modern, and engaging brand that spreads joy in orphanages, hospitals, labour camps, retirement homes, disability centers, shopping malls and many other places. Ramadan 2013 ended up looking different than any previous one! And today, even though Ramadan is long gone, Alrabaa are still out there, filling hearts with joy.
“A smile to someone is an act of charity” Prophet Mohammed (Pbuh), we started from this quote and decided to fill people's hearts with joy during Ramadan. Sounds good, but why not make people experience something different for the first time in Qatar! To bring our idea to life, we created Alrabaa, Arabic for the fellows, 7 mascots inspired by Ooredoo’s logo. We introduced the different characters in print and online, created their own Facebook tab in Ooredoo's Facebook page to track their activities and recruit volunteers, then took them to the streets, for some good deeds and a good time. Suddenly Alrabaa became Qatar's celebrities.
Alrabaa captured the hearts of everyone, turning Ooredoo into a human, modern, and engaging brand that spreads joy in orphanages, hospitals, labour camps, retirement homes, disability centers, shopping malls and many other places. In less than a month:
•1627 people joined Alrabaa
• Facebook fan growth +10%
• Twitter followers +7%
• Brand influencers +2952
• Youtube views +96.5%
• Ooredoo became the number 1 brand on Facebook in Qatar
Today, even though Ramadan is long gone, Alrabaa are still out there, filling hearts with joy.
Credits
Bechara Mouzannar |
Leo Burnett |
Chief Creative Officer |
Munah Zahr |
Leo Burnett |
Executive Creative Director |
Sami Saleh |
Leo Burnett |
Managing Director |
Michael Habre |
Leo Burnett |
Associate Creative Director |
Victor Haffling |
Leo Burnett |
Copywriter |
Frederic Wehbe |
Leo Burnett |
Art Director |
Tala Alali |
Leo Burnett |
Art Director |
Felipe Menezes |
Leo Burnett |
Art Director |
Eliana Maakaron |
Leo Burnett |
Editor |
Zeina Safa |
Leo Burnett |
Editor |
Youssef Chahine |
Leo Burnett |
Communication Director |
Natalie Chahine |
Leo Burnett |
Communication Manager |
Hassan Rifai |
Leo Burnett |
Communication Manager |
Ameer Zeitouni |
Leo Burnett |
Communication Executive |
Mohamad Shawash |
Leo Burnett |
Community Manager |
Dayana Abboud |
Leo Burnett |
Digital Designer |
Tania Shoukair |
Leo Burnett |
Designer |
Elliott Bastien |
Leo Burnett |
Planner |
Jihad Hteit |
Leo Burnett |
Designer |