2016 Winners & Shortlists

MY NUMBER, MY IDENTITY, CRICKET ACTIVATION

BrandDU
Product/ServiceTELECOMMUNICATIONS
EntrantLEO BURNETT DUBAI, UNITED ARAB EMIRATES
CategoryUse of Promotional Stunts/ Live Advertising / Live Shows / Concerts & Festivals
Entrant Company LEO BURNETT DUBAI, UNITED ARAB EMIRATES
Advertising Agency LEO BURNETT DUBAI, UNITED ARAB EMIRATES

The Brief

The cricket stadiums and players are completely covered with overtly-branded sponsorship logos. There is no thinking for branded content as the way the advertisers think is “the more logos/the bigger – the better”. du had limited funds so they could not plaster their logo everywhere and neither could they sponsor the players. So, they took up 20” on-ground digital screen spots and negotiated a special permission to display the player’s old pictures. Because it was a one of kind activation, the players gave their consent at no cost. The budgets didn’t allow the activation to be done on TV. We weren’t provided the outdated pictures by the players so we had to download them from “Google Images”.

Creative Execution

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. 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. How do we communicate to 70% of the population with limited funds and in an unconventional manner? 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. 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 When the legends entered the field to bat/bowl, du flashed their right stats along with their outdated pictures, making it look like a mistake and then quickly updated the legend’s current ID, relevantly asking people to update their ID’s.

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

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.

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

We used conventional digital on-ground screens in an unconventional manner that subtly gave the message in a relevant and engaging manner.

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