REAL MADRID NEW KID COACH by J. Walter Thompson Riyadh for Saudi Telecom Company/ STC

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REAL MADRID NEW KID COACH

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Industry Business equipment & services, Corporate Image
Media Promo & PR
Market Saudi Arabia
Agency J. Walter Thompson Riyadh
Executive Creative Director Chafic Haddad
Creative Director Ali Baasiri
Art Director Mohamed Baalbaki, Gilbert Abdullah
Copywriter Abeer Al-Essa, Yazeed Al-Harthi
Producer Manal Salem
Released March 2010

Credits & Description

Category: Sponsorship or Partnership Campaigns
Advertiser: STC (SAUDI TELECOM COMPANY)
Product/Service: TELECOMS
Agency: JWT
Date of First Appearance: Mar 3 2010 12:00AM
Entrant Company: JWT, Riyadh, SAUDI ARABIA
Executive Creative Director: Chafic Haddad (JWT)
Creative Director: Ali Baasiri (JWT)
Director in Charge: Fayez Jabri (JWT)
Senior Art Director: Amr Wagih (JWT)
Copywriter: Abeer Al-Essa (JWT)
Account Manager: Nadim El-Nouri (JWT)
Producer: Manal Salem (JWT)
Art Director: Mohamed Baalbaki (JWT)
Art Director: Gilbert Abdullah (JWT)
Copywriter: Yazeed Al-Harthi (JWT)
Digital Project Director: Hadi Bachir (JWT)
Digital Account Manager: Ralph Fawaz (JWt)
Account Director: Paul Nehmeh
English Copywriter: Pete Taylor (JWT)
Media placement: Teaser TV Campaign - MBC Network, Rotana Netwrok, Jazeera, Saudi TV - 3 March 2010
Media placement: Reveal TV Campaign - MBC Network, Rotana Netwrok, Jazeera, Saudi TV - 6 March 2010
Media placement: Newspaper Teaser - Newspapers: Riyadh, Riyadiyyah, Al-Yawm, Al-Sharq Al-Awsat, Al-Hayat, Okaz - 3 March 2010
Media placement: Newspaper Reveal - Newspapers: Riyadh, Riyadiyyah, Al-Yawm, Al-Sharq Al-Awsat, Al-Hayat, Okaz - 6 March 2010
Media placement: Radio Teaser - MBC FM, Panorama - 3 March 2010
Media placement: Radio Reveal - MBC FM, Panorama - 6 March 2010
Media placement: Online Banners - Kooora.com, Al Jazeerasport.net, Traidnet.net/vb, Swalif.net, Yallakora, Netlog, - 15 March 2010
Media placement: Social Media - Facebook.com, Youtube, - 15 March 2010

Describe the objective of the promotion.
Objective: Our aim was to promote subscription to the Real Madrid ‘5885’ service, a mobile-based news and information service for Saudi soccer fans – from Saudi Arabia’s leading telecom provider, STC. New subscribers were to be offered the chance to win one of 50 trips to a match at Real Madrid.

Describe how the promotion developed from concept to implementation
Development: Our starting-point was the quality and exclusivity of content available through the 5885 service. This amounts to so much inside information on Real Madrid that subscribers feel they know enough to be the coach themselves. So in effect, anyone could be coach – whoever they are, whatever their age. This thought gave us the idea of taking a young Saudi soccer fan and making him Head Coach of Real Madrid. Around this surprising ‘appointment’, we built a multi-media campaign to promote the prize draw and drive subscriptions to the service.

Describe the success of the promotion with both client and consumer including some quantifiable results
Success: The result was a frenzy of blogging, tweeting, googling – and huge interest in Real Madrid 5885. During the promotion period, total subscriptions rose to over 23,000, from among whom 50 lucky winners were awarded the trip of a lifetime, to watch a Real game at the famous Bernabeu Stadium in Madrid.

Explain why the method of promotion was most relevant to the product or service
Methods: Saudi Arabia has a high concentration of football fans, hungry for news of English, Spanish and Italian clubs. A teaser campaign engaged Real supporters across the Kingdom, before our TV, print and outdoor of the boy-coach interacting with the star players of Real Madrid left many of our audience wondering exactly what to believe. We built credibility by planting news stories and uploading viral videos. Even the region’s leading football chat-show discussed our campaign.