Client: Ooredoo Agency: Mango Advertising
Acc Director: Lester Obice Creative Leads: JJ Moreno Artists: Myint Lwin Bo + Min Thant + Wai yan Htun
Production House: Green Screen Director: Soe Min
To gain active users to Ooredoo’s network app, we continued the football spirit from the world cup 2018 with an in-app penalty kick game we called ‘Dom Dom Dom’. The name was inspired by the one and only crowd chant that is heard in stadiums across the country and became one of the key components that made this campaign so potent.
The consumer journey was simple, buy a data pack in the app and there’s a chance to win prizes if a player strikes a goal passed our keeper.
We launched the campaign below and above the line with digital channels engaging viewers and driving them straight to app stores while radio spots and a TVC with a catchy jingle, celebrity footballer and a beer station full of football fanatics was aired during prime time premiere league games making the commercial stick, quick.
The campaign gained immediate traction with sharp increases in app downloads and online following with fans sharing winnings on every Ooredoo post no matter the subject. Organic conversations about the virtual keeper’s incredible stopping ability happened online, even negative memes were created but in a playful way.
The Jingle was a hit and a custom dance routine got our online and offline fans dancing and chanting at a series of pop-up events in key cities.
Because of ‘Dom Dom Dom’ popularity, the campaign lasted the best part of two years which completely exceeded the challenge expectation, and gave football lovers across Myanmar a new chant to sing at football games.
Dom Dom Dom penelty challenge with Myanmar's star midfielder
First ever football adaptation of Ooredoos sign off animation
