From the moment Qatar was given the honor of hosting the World Cup in December 2010, everyone waited in anticipation to ‘live the dream’ of being the first Arab nation to ever host.

Of course, every brand here would be trying to find a way to be part of it, making it almost impossible to 'stand out in the crowd'. That challenge was compounded by the fact that Ooredoo, the local market leader, was a major sponsor of the World Cup – giving them a significant advantage over Vodafone in terms of potential marketing/media activities during the tournament.

Despite those challenges, Vodafone's objective was driving an impactful SOV across the World Cup period to increase brand image and drive sales among football fans who live in or visit Qatar.

We faced a challenging task in which we’d have to be super smart with our media to cut through the clutter.

We ran the campaign in 26 markets from where fans were coming into Qatar on Google platforms (display, YouTube, and search) and the results were stunning!

Media Results:

We reached 60M+ people

1 billion+ impressions

50M+ video views

6M+ clicks driven to the website during the World Cup

Highest Share of voice in the Telco industry in Qatar on Facebook and Instagram

Business Results:

We exceeded Vodafone's target with 419,487 Fan Sim card sales and definitely succeeded on the return of the media investment against our competitor!

1,188 TB mobile data usage during the tournament

15 Million calls during the tournament

0.5 Million app downloads among 1 million active roamers in country