2016 Winners & Shortlists

MY NUMBER, MY IDENTITY, CRICKET ACTIVATION

BrandDU
Product/ServiceTELECOMMUNICATIONS
EntrantLEO BURNETT DUBAI, UNITED ARAB EMIRATES
CategoryUse of Screens
Entrant Company LEO BURNETT DUBAI, UNITED ARAB EMIRATES
Advertising Agency LEO BURNETT DUBAI, UNITED ARAB EMIRATES

Brief Explanation

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 Idea: When the legends entered the field to bat/bowl, du flashed their outdated pictures making it look like a mistake and then quickly updated the legend’s current ID, relevantly asking people to update their ID’s.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 and Effectiveness

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.

Creative Execution

This tournament had the retired legends playing (cricket equivalents of Maradona, Pele etc). During a match, cricket fans love seeing the stats of these legends on the digital screen especially when they enter/exit the field. The screens also show a lot of conventional live shots during a match. 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 When the legends entered the field to bat/bowl, du flashed their right stats along with their outdated pictures, making it look like a mistake and then quickly updated the legend’s current ID, relevantly asking people to update their ID’s.

Insights, Strategy and the Idea

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.

Credits

Name Company Role
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