2020/2021 Winners & Shortlists

MASHREQ T20 HITS

BrandMASHREQ BANK
Product/ServiceMASHREQ RETAIL BANKING SERVICES
EntrantBPG ORANGE Dubai, UNITED ARAB EMIRATES
CategoryBreakthrough on a Budget
Idea Creation BPG ORANGE Dubai, UNITED ARAB EMIRATES
Production BPG ORANGE Dubai, UNITED ARAB EMIRATES

Why is this work relevant for Brand Experience & Activation?

This campaign sought to introduce Mashreq into the lives of potential customers by connecting with them around an event that they passionately support. When you are a true fan, you don’t only reserve that energy to a single event. It permeates your personality. Mashreq wanted to engage with people where they express their passion – on social media – and build the perception & affinity for Mashreq amongst a specific interest group in the UAE, cricket lovers. Our campaign enabled Mashreq to reach, engage and convert cricket lovers into Mashreq Mega Fans without incurring the heavy investment of a sponsorship

Background

The UAE is home to a large population of Indian and Pakistani expats. These individuals have a passionate supporter culture for cricket. The Indian Premier League (IPL) is the most followed cricketing competition in the 20 over format. Mashreq wanted to reach & attract these mega fans to Mashreq retail banking products. But Mashreq didn’t have the budget to invest in a sponsorship of IPL. Instead, we decided to hijack the tournament and become a part of the conversation surrounding the IPL tournament. Our objective was to deliver online engagement and link Mashreq to the IPL in the minds of mega fans.

Describe the creative idea (20% of vote)

We made Mashreq the biggest fan of the IPL tournament in the UAE and created the #T20Hits campaign to engage with cricket lovers about the sport they love so much.

Describe the strategy (20% of vote)

To genuinely connect with the cricket lovers in the UAE, Mashreq would have to become a fan of the IPL tournament too. We initiated conversations around a passion-topic for a specific interest group: cricket fans. Once we connected with our target audience around their interest, we built parallels between their favourite sport and Mashreq banking products. Our consistent visual style and language across social, digital and direct EDM seeded familiarity amongst our target audience and improved their willingness to engage with more transactional messages.

Describe the execution (30% of vote)

We instigated & leveraged cricket discussions on Mashreq social media platforms with the tag, #T20Hits. Our conversations built up hype ahead of each highly anticipated clash, celebrated match winning performances and invited debate about players, teams and match-ups. We posted on Mashreq’s Facebook page and Instagram Account with relevant hashtags to ensure we reach people who were watching the IPL. We extended #T20Hits creative to digital banner executions that promoted specific Mashreq retail banking products using cricket terminology. Mega fans could click the banners to apply for products and continue their interaction with Mashreq. Banners were displayed on espncricinfo.com ; the top site for cricket lovers to visit during the IPL season. Lastly, we invited Mashreq customers who joined during the #T20Hits campaign to join us to watch the IPL Finals at an exclusive event.

List the results (30% of vote)

Social Media Engagement: • Reach: 1.6million • Engagement: 640 000 • Engagement Rate: 40% Display Banner Performance: • Impressions: 38 million • Clicks: 29 000 • Click through rate: 0.07% Customer Event: • 150 customers watched the IPL finals with Mashreq

Credits

Name Company Role
Kenneth Barnes BPG Orange Creative Development
Miganka (Micky) Kalita BPG Orange Creative Development
Alok Tiwari BPG Orange Video Animation
Justin Du Plessis BPG Orange Creative Development
Louise Kotze BPG Orange Creative Development
Mowafak Bassal BPG Orange Finalising
Ahmad Halawa BPG Orange Project Management
Danish Rahman BPG Orange Project Management
Links
Social Media URL