2014 Winners & Shortlists

The Brief

QF Radio has been steadily taking shape and growing since its launch, evolving to one of the most popular news and discussion-based broadcasts across Qatar. By focusing on the bright young minds, its daily programs seek to promote QF’s ambitions in science and research, education and community development. QF Radio aims to make its programs educational and informative, especially in the field of Qatari history and traditions.

Describe how the promotion developed from concept to implementation

We started by developing a distinctive, eye catching design: a visual manifestation of radio sound waves. Our goal was to connect Qatar’s traditions and history with a fresh, dynamic and forward-looking attitude. We also created the new claim “Find your frequency” to encourage the audience to tune in. Furthermore, we created a stirring 3D-rendered film to fully capture the dynamics of this design in moving pictures as well.

Describe the success of the promotion with both client and consumer including some quantifiable results

The promotion reached 6,7 million unique users and achieved its objectives spectacularly well with an overall CTR rate of 0.61%, way above the industry standard of 0.13%. The active user base listening to QF Radio via live stream increased by more than 300%. With more than 25 000 fans on Facebook and 9247 Twitter followers often debating topics from the shows, QF Radio has become a popular and relevant station for all people with potential – broadening and enriching the cultural involvement with Qatar.

Explain why the method of promotion was most relevant to the product or service

As we knew that our audience relies heavily on the internet for socialising, debating and seeking out news and current affairs, we decided to focus on digital media to provide easy and direct access to QF Radio. To create a strong presence for the new QF Radio in the offline world as well, we selected the most frequented traffic junctions in Doha and created huge poster installations which were beautifully illuminated by night.