Brand | QATAR2015 |
Product/Service | MEN'S HANDBALL WORLD CHAMPIONSHIP |
Entrant | LEO BURNETT DOHA Doha, QATAR |
Category | Use of Outdoor in a Media Campaign |
Entrant Company
|
LEO BURNETT DOHA Doha, QATAR
|
Advertising Agency
|
LEO BURNETT DOHA Doha, QATAR
|
Media Agency
|
UNIVERSAL MEDIA QATAR Doha, QATAR
|
Results and Effectiveness
These executions generated local & international media/news coverage across several stations, social media buzz and appreciation, high awareness about the championship, and naturally lots of word-of-mouth. What else? As an average, over 70% of stadium seating occupancy throughout the Championship, in addition to sold out tickets to Qatar National Team matches.
Creative Execution
To promote a sense of urgency that the games are about to begin and entice people to watch them live, we invaded the city with something shocking and grand that created disruption in Qatar's media norm. We installed gigantic sticker simulations of the handball and handball players breaking through skyscrapers.
Insights, Strategy and the Idea
For the first time in the whole region, the 24th Men's Handball World Championship, Qatar2015, was hosted in Qatar. However, there were major challenges that needed to be addressed:
• Handball isn't a popular sport in Qatar.
• Qataris don't like attending live sports games in general.
So in order to drive people’s attention to the championship and create a big hype around it, we decided to create something big that no one cannot but notice it.
Credits
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 |
Tala Alali |
Leo Burnett |
Copywriter |
Thiago Gouveia |
Leo Burnett |
Art Director |
Felipe Menezes |
Leo Burnett |
Art Director |
Tala Alali |
Leo Burnett |
Senior Art Director |
Anas Alabsi |
Leo Burnett |
Designer |
Fawzia Jamal |
Leo Burnett |
Communication Director |
Ameer Zeitouni |
Leo Burnett |
Communication Manager |
Lara Traboulsi |
Leo Burnett |
Communication Manager |