1 in 11
‘1 in 11’ was a unique communications project: the coming together of three global charitable organisations – FC Barcelona Foundation, Reach Out to Asia and UNICEF – with the common mission to harness the power of sport and education to ensure that every child has the chance in life they deserve.
Our challenge was to create a campaign identity, digital presence and assets, and launch worldwide, within the space of slightly less than four months.
Working across multiple markets, we enlisted the help of campaign ambassadors Lionel Messi and Serena Williams who helped spearhead the global awareness and fundraising campaign.
We coordinated global media, content creation and social media activity in English, Arabic, Spanish and Catalan and a launch in New York, Barcelona and Doha to drive participation and awareness ahead of a major charitable auction in February 2015 at Sotheby’s in London.
The campaign achieved a huge response. Our campaign films were watched 2.4m times, there were 1,500 tweets on launch weekend alone and media coverage had a reach of over 75 million people worldwide.
Ultimately, the proof of the success of this campaign was judged by its ability to create a receptive environment for fundraising: the 1 in 11 auction at Sotheby’s raised $4.1m USD.
Salam Stores is one of the Middle East’s oldest and best-known fashion and lifestyle brands. In March 2016, Salam Stores opened an innovative art exhibition entitled the “Fashion Dream House” that featured their Spring Summer 2016 (SS16) collection, and which was supported by a range of unique and colourful installations co-created by celebrated Qatari artist Noor Abuissa.
Our goal was to create conversation with Salam Stores’ target audience prior to, during and after the launch event. In addition, we were tasked to attract a large number of VIPs, local media and social media influencers to the launch.
We identified and distributed personalised invitations to 26 social media influencers. Engaging with the influencers resulted in more than 140 posts about the event across social media that received a total of 16,240 direct engagements (including Likes, Comments and views).
Additionally, Blue Rubicon took full control of the Snapchat account of one of the region’s most influential magazines, Khaleejesque, which resulted in more than 11,500 views across 23 creative videos that we posted.
News coverage and feature interviews which we arranged with Noor Abuissa have also been published in 24 local media outlets, in both English and Arabic, with a total AVE of 155,886 QAR.