Qtel Promo, Case study ANA ARABI by Leo Burnett Doha, Qatar Telecom Qtel

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ANA ARABI

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Industry Telecommunications Services, Business equipment & services, Corporate Image
Media Promo & PR, Case study
Market Qatar
Agency Leo Burnett Doha
Agency Qatar Telecom Qtel
Executive Creative Director Peter Bidenko Creative Director
Creative Director Munah Zahr
Art Director Omar Dbeis
Copywriter Michael Habre
Released December 2011

Credits & Description

Category: Corporate Communication
Advertiser: QTEL
Product/Service: DOHA ARAB GAMES SPONSORSHIP
Agency: LEO BURNETT QATAR
Agency: QATAR TELECOM QTEL
Chief Creative Officer: Bechara Mouzannar (Leo Burnett)
Executive Creative Director: Peter Bidenko (Leo Burnett)
Creative Director: Munah Zahr (Leo Burnett)
Copywriter: Michael Habre (Leo Burnett)
Art Director: Omar Dbeis (Leo Burnett)
Executive Regional Managing Director: Kamal Dimachkie (Leo Burnett)
Managing Director: Sami Saleh (Leo Burnett)
Communications Director: Joe Allahham (Leo Burnett)
Planner: Elliott Bastien (Leo Burnett)
Agency Producer: Sarah Abdullah (Leo Burnett)
Media placement: Corporate Communication - AlJazeera TV Channel - 6 December 2011
Media placement: Corporate Communication - Campaign, Al Sharq, Al Watan, Gulf Times, Peninsula, etc... - 1-23 December 2011
Media placement: Digital PR - Facebook, Twitter, Twibbon, YouTube, etc... - 1-23 December 2011
Media placement: Digital PR - AlKoora, Yahoo Maktoob, Doha News, AlJazeerah Sports, etc... - 1-23 December 2011

Summary of the Campaign
Being the diamond sponsor of the Arab Games 2011, Qtel (Qatar Telecom) wanted to create a corporate campaign that reflects its support of sports. But this is a big governmental company's talk. How can we shift the communication and make it about the people, not the company? How can we make the people talk about our campaign, adopt it and feel attached to it?

We make them the heroes, because today every Arab person is a hero, and the latest events in the Arab world have proven that. The world calls it 'The Arab Spring', but the Arab people calls it 'The Arab Pride'. What we did was throw a stone carrying the message 'I am Arab and Proud' into a water surface, and people created the waves that grew bigger and bigger everyday.

The Situation
The latest events in the Arab world changed the course of many countries and its people. Fighting for what they believe in, their strength and resilience was fueled by their pride. It was time to encourage unity in a region that hasn’t always seen eye to eye.

The Goal
To make every Arab person feel proud again to be an Arab.

The Strategy
With 21 Arab countries congregating in 1 place, the Arab Games 2011 was the perfect opportunity and platform for Arabs to demonstrate their pride and unity. Instead of looking at it as just another sponsorship campaign, we wanted Arabs to feel proud to belong to one nation, the Arab nation, and remind them about what they really stand for.

We created a holistic campaign in order to reach the highest number of people through different channels: TV, print, outdoor, radio, online, mall activities, welcome packs and giveaways, and social media. Everything carried one message: 'I am Arab and Proud'. These were the start-up elements because the rest was done by people themselves.

Execution
'I am Arab and Proud' was the message communicated.

Yes, we started the campaign with the normal media channels, but the aim was not that. It was to make Qtel's Facebook page become an open forum for Arab people to express their pride; to have thousands of bloggers and twitterati spontaneously adopting our campaign and spreading it; to have thousands of people during the Games event wearing a T-Shirt with 'I am Arab and Proud' printed on it, instead of wearing the costumes of their teams; to have Arab people hold one passport, an Arab passport, even if it was just a cover; to make the press talk and talk about the campaign and how badly the Arab world needs it these days; to have AlJazeera Channel commentator quoting our TVC lyrics live during the opening ceremony of the Games.

This was our aim, and it was achieved.

Documented Results
Emotional Results: This campaign was a breath of fresh air for Arab people. The numbers and comments and reactions showed clearly that this campaign touched deeply their hearts and reflected what’s on their minds.

The lyrics of the TVC were quoted by AlJazeera Channel's (the Number 1 channel in the Arab world) commentator during the live coverage for the Arab Games' opening ceremony. People wanted this campaign for the Arab Games itself and not just for one of its sponsors.

Tangible Results across 3 weeks:
- Facebook 'likes': 161,741;
- Tweets: 15,233;
- Free media coverage: $1,790,000;
- Free PR coverage: $332,000;
- Visits to Qtel website: 420%;
- Impressions: 74,420,365.

From a perception point of view, people started looking at Qtel as a human brand that understands and empowers people after being looked at as just another giant governmental telecom company.