2014 Winners & Shortlists

Results and Effectiveness

The fact that all ads in the newspapers on National Day looked the same (congratulatory ads), ours stood out and looked so different since we are using a collage of normal people as well as the selected messages by the people who expressed their love to Qatar and got the highest votes on Facebook. As a result, our 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 it, it got 96% recall.

Creative Execution

weareallqatar.com was launched as well as #weareallqatar 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 was then used in our print campaign.

Insights, Strategy and the Idea

Everyone in Qatar celebrates the National Day, and every company creates its own communication during this day. This fact creates a great clutter in newspapers where most of the ads turn out to be congratulatory and somehow look the same. Strategy: This National Day, we wanted to break through the clutter and get noticed by turning the conversation the other way around and make the people who live in Qatar (all of them) become the heart of our ads. Idea: Let’s open a channel for people to express their love for Qatar