2014 Winners & Shortlists

Results and Effectiveness

The Red Newspaper reached 120,000 sports fans across UAE (Source : NRS 2013) Sport 360 also shared their front cover on their Facebook page (73,000 fans) & also tweeted about it to their 12,000 followers. (Source Sport 360 Social Data) Emirates NBD sold 10,000 cards in less than 3 months surpassing a target of 6,000 cards (Source : Emirates NBD Data)

Creative Execution

We partnered with the UAE’s top newspaper Sport 360 to print the entire newspaper in Red. This meant instead of red, every single page was shaded red as the basic, background colour, and the print font changed to white. Messages reflecting fan fervour were spread throughout the newspaper ensuring they seamlessly blend in with the editorial. Not only did we own the 24 page newspaper for one full day, we also blocked other advertisers out. The edition became fan memorabilia –something united fans would cherish for a long time.

Insights, Strategy and the Idea

There are about 875,000 Manchester United fans in UAE whose only way to connect with their favourite team is by watching them play on television. When Emirates NBD decided to launch their new Manchester United co-branded Credit card, it was an opportunity to celebrate the Manchester United fandom and bring the UAE fans closer to their beloved team. There was only one way of celebrating the reds – make red the hero of our campaign. Our idea was to paint the newspaper red.