2015 Winners & Shortlists

Creative Execution

Total Digital sports hub included the calendars of all major sporting events. The content was served as an interactive pre roll on various video networks. Our tech savvy users could download the calendar / fixtures of their favorite sports to their gadgets from the hub. Once downloaded, it would remind users about the sports event ahead of time and provide live updates. To promote the sports hub, we ran interactive engagement ads that enabled the consumer to add specific sports event to their calendar. Users were targeted based on their interests to make sure each calendar was exposed to the right audience.

The campaign delivered a total of 3,614,478 impressions, generating 417,836 engagements (CPE of USD 0.13). It also helped to gain 284,411 visits to Total’s local website (CTR of 7.87% and CPC of USD 0.19) 3,857 of our focus group members added Total calendar to their devices, while 1,910 shared it on social media. The sports hub proved a fantastic tool for consumers, creating goodwill and recognition of the brand.

One of the main challenges for Total Lubricants in the UAE is to raise brand engagement and recognition levels with its target audience. Despite being one of the leading lubricants brands in the UAE, consumers do not necessarily even know what oil is used in their cars. Total has wide associations with sports platforms globally and regionally with a broad offering in terms of sports content. For Total’s target group, sports are an integral part of their life. They are very much connected as well as tech savvy. However, they still might miss their favourite sports events because of their busy life in the UAE. We found our target group’s fear of missing sports events was an opportunity to connect with them and also to regionalize a global approach. So we decided to develop a digital sports hub bought to them by Total.