2016 Winners & Shortlists

Brief Explanation

Annually, Telecom and National Security Authority mandates every resident to submit their updated ID card in order to renew their phone lines. However, awareness level of this law was very low amongst Asian who make up 70% of the total population. Their disconnection would cause a huge revenue loss to du. du spoke to them via ‘Master’s Champions Cricket League’ which brought all the Asians together at one time, in one place.

Creative Execution

Insight: Cricket fans during a match regularly turn to the digital screen to see their favorite player’s stats when they enter the field. Idea: When the legends entered the field to bat/bowl, du flashed their outdated pictures making it look like a mistake and then quickly updated the legend’s current ID, relevantly asking people to update their ID’s.

Results

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.