The Brief

·  To acquire the support of football fans worldwide and to raise their awareness about the nation of Qatar. ·      Demonstrate Qatar’s ability to host the 2022 FIFA World Cup to football fans ·      Demonstrate the scale and impact that a choice of Qatar could make to the world of football

Describe how the promotion developed from concept to implementation

The starting point for this integrated campaign was to design and execute a high impact communication strategy to reach football fans the world over. With this in mind, the brand style and campaign strategies were developed to meet the requirements for the bid. 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. 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 football fans worldwide.

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

It is critical to take opportunities to differentiate the bidding campaign from those of key competitors. Hence, the integrated campaign for The Qatar FIFA 2022 focused on delivering the campaign tagline “EXPECT AMAZING” in a variety of ways that was sure to reach football fans around the world. At each point Qatar raised the bar in its ability to use print, digital and outdoor advertising to continually capture the attention of fans worldwide.