2014 Winners & Shortlists

The Campaign

Qtel Telecom turned into Ooredoo Telecom. This big change affected the image of the company and made it look less 'Qatari' and less approachable. Ramadan was the perfect opportunity to do something to change this perception as well as create something that would stand out in the clutter and break free from traditional communication while staying faithful to the Qatari culture and the Islamic values. 'Let's fill hearts with joy' was our idea. To achieve this, we created Alrabaa, Arabic for The Fellows, 7 mascots inspired by Ooredoo’s logo. We introduced the different characters in a press conference where we invited all the media in Qatar. The Alrabaa's buzz started spreading through press releases and online. Volunteers joined them in their mission. Then we took them (Alrabaa and the volunteers) to the streets, for some good deeds, good time and good stories to shares. 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, over 350 PR articles covering the different activities of Alrabaa were published. The likability of the brand was regained especially among the Qataris. And today, even though Ramadan is long gone, Alrabaa are still out there, filling hearts with joy.

The Brief

How can Ooredoo telecom stand out in this clutter and break free from traditional communication by presenting something new to the public while staying faithful to the Qatari culture and the Islamic values?

Results

Alrabaa captured the hearts of everyone, turning Ooredoo into a human, engaging and modern Qatari brand that spreads joy in orphanages, hospitals, labour camps, retirement homes, disability centers, shopping malls and many other places. In less than a month: • Over 350 PR articles covering the different activities of Alrabaa • 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.

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 a press conference where we invited all the media in Qatar. The Alrabaa buzz started spreading through press releases and online. Through their Facebook tab in Ooredoo's Facebook page, we recruited volunteers. Then we took them (Alrabaa and the volunteers) to the streets, for some good deeds, good time and good stories to shares.

The Situation

Qtel Telecom turned into Ooredoo Telecom. This big change affected the image of the company and made it look less 'Qatari' and less approachable. Therefore, we wanted during Ramadan, the Holy month of Islam, to do something different and change the new perception about the brand. However, this Month has been always a great occasion for companies to spend millions in advertising, but most of the communications fall into the trap of the stereotypical approach resulting into ineffective and invisible advertisement.

The Strategy

Insight: “A smile to someone is an act of charity” Prophet Mohammed (Pbuh) Idea: Let’s fill hearts with joy during Ramadan.