2015 Winners & Shortlists

Brief Explanation

In Qatar, the well-known beIN Sports had exclusive rights to broadcast the FIFA World Cup 2014. They supported their campaign with big media budget which falsely lead many to believe that they could only watch the matches through them. When in reality, people could also watch the games on Mozaic TV at no extra cost when upgrading to the FIFA World Cup 2014 package. So how can we get our football-crazy VIP customers to upgrade to the World Cup package and not switch to beIN, the more obvious choice?

The Brief

Mozaic TV, provided by Ooredoo Qatar Telecom, wanted to promote to the existing customers (mainly VIP) its newly introduced FIFA World Cup 2014 package which allows people to watch the world cup games at their homes.

How the final design was conceived

We reinvented the Mozaic TV setup box by literally packing it with football entertainment, and sent it to our VIP customers as direct mail. From the outside, the package looked exactly like a normal Mozaic TV setup box. But once opened, it transformed into a classic game of Foosball where a person could pick his team, out of all the teams participating in the World Cup, and challenge friends.

Indication of how successful the outcome was in the market

Our little Foosball Box did its job perfectly since 98% of those who received it called back, and 92% of them subscribed to the FIFA World Cup 2015 package. Only less than 1% of our target audience switched to the beIN setup box.

Ooredoo (as the leading telecom operator in Qatar) stands for enriching people's life by providing them with the best and latest telecom products and services. These products and services allow people to make the most of a holistic experience through Prepaid and Postpaid mobile phone SIMs, landlines, Internet, Mobile Money, cable TV, fiber network, 4G+ network etc. All are available for all segments of the society.