2016 Winners & Shortlists

THE VICTORIOUS RETURNS

BrandDUBAI MEDIA INCORPORATED
Product/ServiceTHE VICTORIOUS
EntrantINITIATIVE Dubai, UNITED ARAB EMIRATES
CategoryUse of Promotional Stunts/ Live Advertising / Live Shows / Concerts & Festivals
Advertising Agency TRAFFIC Dubai, UNITED ARAB EMIRATES
Media Agency INITIATIVE Dubai, UNITED ARAB EMIRATES
Entrant Company INITIATIVE Dubai, UNITED ARAB EMIRATES

The Brief

The Victorious was established as the leading football talent show in the region scoring good viewership ratings during its first season. In its second season, in addition to growing viewership, the challenge was to engage and get closer to viewers. Out viewers, youth, constantly need new excitement and entertainment to cut their boredom. We needed to create a different and new concept that can resonate in the minds of our viewers. When looking at football fans, 72% of them love and play foosball as well; the idea was creating a human foosball activation filled with games and fun.

Creative Execution

The venue was selected as Kite beach, renowned for attracting young beach lovers. Dates were confirmed to coincide with the beach season kick-off on 2 weekends In order to attract participants, we ran a social media campaign and had mentioning during the TV show. The activities commenced on Friday and promoters gathered participants. Kite Beach served as the primary resource for enrolling participants who were approached by our promoters and encouraged to participate in the game; at the same time giving them a quick brief on the show and the activation. After accepting the invite, people formed teams and competed for a 10 minutes game. An MC & cheerleaders were hired to add excitement to the game and encourage participation. Highlights from the 4 days were gathered and a short video was made and distributed on various owned assets.

Describe the success of the promotion with both client and consumer including some quantifiable results

Main KPI was number of participants: 4565 participants across 4 days (more than 4 times the expected number) OR based on the duration of each match, the participants needed and number of hours of the activation; a projection was made for the number of participants, which was exceeded by 225% Organic social media engagement: 5000+ views of the pre-event invitation video PR coverage value exceeding $150,000

Explain why the method of promotion was most relevant to the product or service

This activation was an extension of the TV show to bring it closer to audience and create an opportunity for fans to have fun, meet the participants in the show, and renowned football celebrities. Participants were asked to participate in a game within a team of 5 to compete against a competitor team. The winner of the 10 minutes match will remain on field till knock-out. Winning team of the day will have the chance to meet with one of the celebrity judges. All participants were given show merchandise and had the chance to take photos with the show’s players and the football celebrities.

Credits

Name Company Role
Ali Berjawi Associate Media Director
Elie Jihad Karam Dubai Media Incorporated Marketing Manager
Safwat Abdulkhalek Initiative Media Middle East Fz Llc Senior Planner
Dani Khairallah Traffik 360 Director