MY NUMBER, MY IDENTITY, CRICKET ACTIVATION
Brand | DU |
Product/Service | TELECOMMUNICATIONS |
Entrant | LEO BURNETT DUBAI, UNITED ARAB EMIRATES |
Category | Live Experience |
Entrant Company
|
LEO BURNETT DUBAI, UNITED ARAB EMIRATES
|
Contributing Company
|
LEO BURNETT DUBAI, UNITED ARAB EMIRATES
|
The Campaign
Law Passed:
The Telecom Regulatory Authority and National Security Authority mandate every resident to submit their updated ID card every year to renew mobile lines or else they will be suspended.
Problem:
Awareness of this law is very low amongst sub-continent Asian expats who contribute to 70% of the total population. The disconnection of this audience poses a huge revenue loss to du.
Challenge:
how do we communicate to 70% of the population with limited funds and in an unconventional manner?
Solution:
We speak to them at a moment when they all come together – in one place, at one time; hence du spoke to them via ‘Master’s Champions Cricket League’ which brought all the Asians together to get the chance to see retired legends playing.
During a match, cricket fans love seeing the stats of these legends on the digital screen especially when they enter the field. The screens also show a lot of conventional live shots during a match.
We took the help of two huge cricket legends – Brian Lara and Sehwag who are well known for their stats and achievements
So, we took up spots on the digital billboard and surprised the spectators in an unconventional manner. When the legends entered the field to bat/bowl, du flashed their right stats along with their outdated pictures, making it look like a mistake and then quickly updated the legend’s current ID, relevantly asking people to update their ID’s.
o 50% increase in unique page views during the tournament
o Emirates ID updates increased by 2% during the tournament with just flashing the animation 20 times over 10 days.
o Activation captured on television and we received 3 million media impressions at 0 cost.
o Reached 300,000 spectators over 10 days.
Credits
Bechara Mouzannar |
Leo Burnett Dubai |
Chief Creative Officer |
Rafael Augusto |
Leo Burnett Dubai |
Creative Director |
Saad Yusuf |
Leo Burnett Dubai |
Idea Conceptualizer |
Rafael Augusto |
Leo Burnett Dubai |
Art Director |
Shinil Damodar |
Leo Burnett Dubai |
Art Director |
Saad Yusuf |
Leo Burnett Dubai |
Copywriter |
Saad Yusuf |
Leo Burnett Dubai |
Planner |
Amir Zeitouni |
Leo Burnett Dubai |
Planner |
Saad Yusuf |
Leo Burnett Dubai |
Group Communication Director |
Amir Zeitouni |
Leo Burnett Dubai |
Communication Manager |
Mahmoud Jaber |
Leo Burnett Dubai |
Account Executive |
Shereen Mostafa |
Leo Burnett Dubai |
Head of TV Production |
Dan Newton |
Leo Burnett Dubai |
Editor |