Title | EXPECT AMAZING |
Brand | QATAR 2022 BID COMMITTEE |
Product / Service | BID |
Category | C01. Integrated Campaign Led by Promo & Activation |
Entrant | BnBc ADVERTISING Selangor, MALAYSIA |
Entrant Company: | BnBc ADVERTISING Selangor, MALAYSIA |
Sales Promotion/Advertising Agency: | BnBc ADVERTISING Selangor, MALAYSIA |
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 |
· 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
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.
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.
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.