EXPECT AMAZING

TitleEXPECT AMAZING
BrandQATAR 2022 BID COMMITTEE
Product / ServiceBID
CategoryA01. Event & Field Marketing
EntrantBnBc ADVERTISING Selangor, MALAYSIA
Entrant Company:BnBc ADVERTISING Selangor, MALAYSIA
Sales Promotion/Advertising Agency:BnBc ADVERTISING Selangor, MALAYSIA

Credits

Name Company Position
Benjamin Ng Wai Yin BnBC Advertising Sdn Bhd Creative Director
Craig Matthew Lee BnBC Advertising Sdn Bhd Associate Creative Director
Jeff Chai Jun Fei BnBC Advertising Sdn Bhd Art Director
Shawn Ng Shau Rong BnBC Advertising Sdn Bhd Graphic Designer
Chong Kah Menn BnBC Advertising Sdn Bhd Graphic Designer
Lam Yee Wei BnBC Advertising Sdn Bhd Graphic Designer
Sarah Inez Fernendez BnBC Advertising Sdn Bhd Copywriter

The Brief

The objective of the campaign was to speak to the key influencers and decision makers to: • Raise awareness about the nation of Qatar • Communicate the intricacies of the technical proposal submitted by Qatar to help secure the right to host the 2022 FIFA World Cup • Demonstrate the scale and impact that a choice for Qatar could make to the people of the Middle East - and the world of football The ultimate objective was to convince 24 FIFA EXCO members to select Qatar as the host nation.

Describe how the promotion developed from concept to implementation

The starting point for this event-based strategy was to select key industry exhibitions in which to participate internationally, and to design bespoke high impact sports and entertainment events locally - to reach defined target audiences. With these events in mind, the brand style and marketing campaign were strategically developed to meet the requirements of the 18 month program - which included at least 25 local and international events and a constant rotation of event linked city branding and through the line marketing activity. The bid’s campaign line “EXPECT AMAZING” formed the key message and guiding principle for each campaign execution.

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

Qatar was awarded the right to host the 2022 FIFA World Cup. Moreover, the initiative secured almost 600,000 Facebook followers; was responsible for the sellout of two International friendly football matches; ran Fan zones that attracted 250,000 visitors; and built football legacy programs which reached over 10,000 children in Lebanon, Syria, Pakistan and Nepal. Most importantly, the campaign captured the hearts and minds of the people of the region providing a platform for unity and progression - for the Middle East to welcome the world and bridge long standing barriers between east and west – using the power of football.

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

Bid campaigning is rigid in terms of the outlets available to bidding nations to interact with key decision makers. It is critical to take opportunities to differentiate – usually in the form of event exhibitions - and exploit them with greater impact than competitors. The Qatar 2022 campaign focused on generating engagement and delivering the campaign tagline “EXPECT AMAZING” - and at each key event Qatar raised the bar in its ability to use new and old technology and create unique and innovative spaces (combined with an aggressive, integrated media liaison campaign) to continually capture the attention of decision makers.