2015 Winners & Shortlists

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. However, In Qatar, the well-known beIN Sports had exclusive rights to broadcast the World Cup. They supported their campaign with big media budget, which falsely lead many to believe that they could only watch the matches through them. 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?

Creative Execution

Not only our World Cup specially designed Mozaic TV setup box was an informative way to announce to our VIP customers that they can watch the FIFA World Cup on Mozaic TV at no extra cost, but also it was a way to show them that our special service has an extra added value by providing them with a new way to live more the World Cup fever, take the faith of their teams in their hands, challenge all their friends, and win their own 'little' World Cup.

Describe the creative solution to the brief/objective.

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/her team, out of all the teams participating in the World Cup, and challenge friends.

Results

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.