2014 Winners & Shortlists

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.