2015 Winners & Shortlists

Brief Explanation

Latest official studies show that around 80% of people in Qatar don't involve in any sort of physical activity. This has resulted in bad implication on the overall health of the majority of people. When we asked them "why aren't you having an active lifestyle?", everyone gave different excuses. In fact, they were just justifying to themselves the non-active lifestyle. If people don’t do simple workouts, how can we make them run a MARATHON!

The Brief

Ooredoo (the leading telecom operator in Qatar) is organizing the Ooredoo Marathon for the third year. The client wanted to promote the event and create more excitement to drive more people participate.

How the final design was conceived

We tapped into a simple human insight that when it comes to running a marathon, the only opponent you have to beat is yourself, it’s the opponent who constantly finds the right excuses for you to stay comfy in your unhealthy routine lifestyle. It was time to “Win over you”. To bring our idea to life, we dug deeper into people’s everyday behaviors and attitudes in order to identify the different excuses that stopped them from running. We created character illustrations that embodied our future runners and their excuses.

Indication of how successful the outcome was in the market

• Local TV channels, publications and social media bloggers adopted our cause/campaign. • People used our characters on their social media profiles. • $650,000 in earned media. • Over 125,000 people visited the microsite (20% of the population). • Registrations increased by 255% compared to previous year. • Over $200,000 in registration fees went to charity (one of the top fund raising events in Qatar). • Over 24 million social media impressions. • At the event, people shared thousands of messages on social media expressing how they overcame their excuses.

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.