2017 Winners & Shortlists

The Campaign

Since Qataris spend a great deal of time online, our strategy was to give the familiar “language of emojis” a tennis make-over – to pique an interest in the sport. Hence: EMojis. A special set of ExxonMobil tennis EMojis inspired by the game. Our EMojis came to life in 3D interactive displays around Doha, and also as real-life tennis balls for the tournament stars to sign for their fans; balloons and other playful variations.

Creative Execution

A full set of EMojis downloadable from the App Store and Google Play, to be used on Instagram and Twitter. EMoji activations around Doha to encourage sharing on social media under the #EMojiTennis2017. Collateral at the Tennis Open for families and kids.

In just 3 weeks, ExxonMobil Qatar’s Instagram followers increased by 32%. The campaign generated more than 8,700 posts, and 344,450,300 impressions. Total engagement: 96,000 Likes, Shares and Comments. Free/earned media and PR to the value of QR287,985

Emojis are a familiar part of the online world. So we put a sporting twist on their design to highlight our sponsorship of the ExxonMobil Open via a variety of collateral both at and around the event, involving the public in an interactive manner

Get inactive people to take an interest in tennis (a perfect aerobic sport for fitness) by using a cultural icon of the internet. Since online activity is by definition a passive recreation, our goal was to turn the symbols into reminders for people to get active and play sport.