2015 Winners & Shortlists

EGO BOOSTER

BrandOOREDOO QATAR
Product/ServiceMOZAIC TV
EntrantLEO BURNETT DOHA Doha, QATAR
CategoryAmbient Media: Small Scale
Entrant Company LEO BURNETT DOHA Doha, QATAR
Advertising Agency LEO BURNETT DOHA Doha, QATAR

The Brief

How can Mozaic TV (provided by Ooredoo Qatar Telecom) reinforce its presence during the FIFA World Cup beyond just broadcasting live matches? How can we identify more with football fans and become more present where all the action takes place, in their living room?

Creative Execution

Competition is at its highest during The World Cup. Especially in living rooms, where friends become foes. It's every man to himself, his ego and his team. It’s constant TV time while having one thing at hand, the remote control. So having the team colors/flag on one’s remote control is a direct engagement with the person’s emotional state and a real proof that Mozaic TV isn’t just a broadcasting supplier, but also a true supporter.

Describe the creative solution to the brief/objective.

We asked every new Mozaic TV subscriber about the team that he's supporting during the World Cup. Then we added one extra element to the set up box as a little surprise. We created custom-made, branded Mozaic TV remote control with one team's colors/flag to feed into the egos of die-hard fans. So they can keep their teams close and mark their territories, sending a clear message to all living room intruders: WIN OR LOSE, THIS IS MY TEAM'S HOUSE.

Results

Our low cost, simple remote control stickers distributed with new Mozaic TV subscriptions, generated word-of-mouth, resulting in more sticker demands by people, by both new and existing Mozaic TV customers. Extra 3,000 stickers were distributed.

Credits

Name Company Role
Bechara Mouzannar Leo Burnett Chief Creative Officer
Munah Zahr Leo Burnett Executive Creative Director
Sami Saleh Leo Burnett Managing Director
Samer Lahoud Leo Burnett Creative Director
Victor Haffling Leo Burnett Copywriter
Thiago Gouveia Leo Burnett Art Director
Felipe Menezes Leo Burnett Art Director
Anas Alabsi Leo Burnett Designer
Youssef Chahine Leo Burnett Communication Director
Lara Lynn Leo Burnett Communication Supervisor
Karim Kabbani Leo Burnett Communication Manager