2016 Winners & Shortlists

Brief Explanation

Ooredoo wanted to click with their customers in its operating markets across MENA and South East Asia. We wanted to create a link between technology (Ooredoo) and its customers, building awareness and encouraging fans to take part on the campaign. But we were targeting very different countries, with different market characteristics, so we needed to come up with a common theme: from our target research we realized football was an universal integrator for all of them, along with the high use of mobile. We wanted people to "live" the campaign, the brand itself.

Results and Effectiveness

KPIs were set according to a successful former campaign developed during the 2014 Brazil FIFA World Cup. But in this occasion we had 30% less budget to spend! The digital campaign beat all KPIs we set : +17% visits to the microsite, +633% conversion rate (participation), +18% views to the TVC online. Over 8.000 fans from 11 different countries uploaded their cheers to the microsite, and by the end of the campaign, the TVC was also the most viewed Video from an Arab brand to date in YouTube, with over 13 million views.

Creative Execution

The idea of “fans do wonders” was noted at the TV spot itself as you could see fans interacting with PSG players and suggesting what they could do. We implemented this idea in the digital environment, where a microsite was created by Ooredoo, in which fans could share their cheers and could win a chance to actually see it at the stadiums (lending tangibility to the interaction) We implemented this in our media campaign aligning the microsite goals with the digital campaign and the TV ad running at the same time. The campaign was always tricked in real time.

Insights, Strategy and the Idea

We were talking to a wide breadth of people from different cultures but ultimately united by very similar values. Our target is relatively young, they’re patriotic, and they’re aspirational. Not so long ago, limited resources or opportunities meant they couldn’t fully experience all life had to offer. This was an emphatic way to reiterate the Brand’s message of “fans do wonders”. A notable insight was the rise in smartphone and internet penetration across these countries thereby ensuring larger participation and interaction. TV was supporting digital to build awareness and reach among our target.