2014 Winners & Shortlists

Results and Effectiveness

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.

Creative Execution

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.

Insights, Strategy and the Idea

Ramadan, the Holy month of Islam, is a great occasion for companies to spend millions in advertising. Challenge: How can Ooredoo telecom stand out in this clutter and break free from traditional communications while staying faithful to the Qatari culture and the Islamic values? Insight: “A smile to someone is an act of charity” Prophet Mohammed (Pbuh) Idea: Let’s fill hearts with joy during Ramadan.