Ahead of Qatar winning the 2022 Fifa Football World Cup bid and to celebrate the launch of the “Final” stadium called Al Wakrah. We were given an opportunity to put a team together to showcase and create a buzz around the grand opening of the finals venue in a 10 day tour with a specially branded tour bus alongside an influencer campaign. We were required to supply 4 individuals who were highly skilled at Football. The talent requested needed to help give an up-close and personal feel of what was happening on the ground whilst showcasing Football skills/ shows to live audiences resulting in creating a buzz.
First things first; we had to brainstorm ideas around ways of what and how would excite a live and broadcasted audience which would make noise in whichever location our Football sports talent were based; our aim was to get people on board, following and talking. The rise of “Street Panna” had long been around; however now more than ever it was influencing the market. We decided to bring together 2 different types of skilled Football, therefore we had 2 Football Freestylers and 2 Street Panna Players; the talent sent in on this project were from Sweden, Brazil and London - each individual ranked in on the top 10 worldwide for their expertise also including a combined following on all social media platforms of in excess of 1 million followers. All 4 talent were coached and guided by us in how to assist and create the ultimate showcase.
For 10 consecutive days straight our Football talent performed/ entertained face to face as well as creating and putting together social media posts/ stories on a daily basis that were scheduled multiple times using exclusive hashtags, whilst also being tagged into Qatar’s National Football account.
From online/ face to face interactions it ended with the first ever match being played on the brand new pitch. Across all social platforms views exceeded 2 million and 4 million impressions; this campaign was a huge success and a talking point for a long time.