2014 Winners & Shortlists

The Campaign

Every year, on December 18th, Qatar celebrates its National Day. For this occasion, every company has to create its own communications. What usually happens is that all the communications by all companies end up looking the same i.e. formal congratulatory ads by having a greeting message addressed mainly to the country's authorities and showing the national flag and images of the ruler(s). For this year, we wanted to do something different by reversing the role and having the people living in Qatar become the generators of the content, and the heroes of our communications.

Results

Every year, on December 18th, Qatar celebrates its National Day. For this occasion, every company has to create its own communications. What usually happens is that all the communications by all companies end up looking the same i.e. formal congratulatory ads by having a greeting message addressed mainly to the country's authorities and showing the national flag and images of the ruler(s). For this year, we wanted to do something different by reversing the role and having the people living in Qatar become the generators of the content, and the heroes of our communications. We drew people's attention to our communications through different online channels by asking them a simple question: Why do you love Qatar? Then we drove them to our microsite weareallqatar.com as well as #weareallqatar to start a bigger social conversation. We wanted people to express their gratitude online by completing the sentence "I love Qatar because..." Each time someone wrote a message, the pixel on the microsite would change colour, revealing part of a bigger picture. Once the pixels completed, our image was revealed and sent by email to all contributors. But this wasn’t the main purpose of the microsite. Every day, Ooredoo selected the best 3 messages and shared them on its Facebook wall. The ones with the highest votes were then used in our print and outdoor campaign. Moreover, The 5000 pixels of the microsite were recreated on an actual wall including the pixel number, person´s name and message. This wall was then displayed across various locations in Doha.

We drew people's attention to our communications through different online channels by asking them a simple question: Why do you love Qatar? Then we drove them to our microsite weareallqatar.com as well as #weareallqatar to start a bigger social conversation. Everyone was given the opportunity to answer the question and express their love and appreciation to Qatar. This is where we started generating a rich content that we used in our campaign.

In few days, 5000 different people wrote 5000 messages on the microsite. Thousands of people contributed in the voting for the best-written messages through Ooredoo Facebook page. Thousands of people saw our wall that was displayed across various locations in Doha. Our print ad got 100% reach since it appeared as a full middle spread in all newspapers on that day. And since people couldn’t miss seeing our campaign online, in print and outdoor, it got 96% recall. Followed by high awareness, within few days the campaign scored 92% on overall likability scale compared to the other campaigns launched during the same period of time. What’s important is that people (Qataris and expatriates living in Qatar) showed their appreciation to Ooredoo for giving them a chance to express and share their love for Qatar.