Giddam
Saudi Arabia has been performing poorly at the World Cup since their debut in 1994. with big losses to teams like Russia, Germany, Ireland, and Ukraine - the fans of the Green Falcons were losing hope and interest. On the other hand, Saudi Arabia has been becoming an ever-evolving country in all forms of art, music, cuisine, culture, and sport - and it was time to change the perception of Saudi Arabia to the rest of the world. So in partnership with the Saudi Football Federation, Bassmat activated creative campaigns in all traditional and digital marketing, mobilizing support, and positive interaction participation.
Objectives:
Giddam is just one Saudi word that has much meaning. It means “never retreat and always move forward regardless of the obstacles.” Using that word, we believe the Saudi population would rally behind the team, arriving in Qatar in unprecedented numbers. the more fans arrive, the more culture arrives, the more people around the world get to experience it.
Project Scope:
Preparing and implementing creative campaigns, managing social media channels and creative content, managing the public relations path, advertising planning, and purchasing media space.The campaign started locally on platforms such as Snapchat and TikTok (using a custom lens and augmented reality marketing), Twitter and Instagram (using organic and paid influencers), and YouTube - moving on to large OOH campaigns in Qatar, and finally leading them to the Saudi Houser fan zone in Doha.
Once they arrived at the biggest fan zone in World Cup history - they saw that it paid tribute to everything cultural in Saudi. The fan zone was also open to non-Saudis who got the experience of a lifetime.
Awards:
As part of the 2023 worldwide MUSE awards, the "Giddam" marketing campaign, which the Saudi Football Association launched to assist the Saudi national squad at the 2022 World Cup, earned 7 international prizes in the category of creative campaigns.
The "Giddam" campaign outperformed other marketing campaigns by winning two platinum awards in the categories of Social Media - Viral Marketing and the best TikTok page, in addition to five gold awards in the categories of integrated marketing campaigns, social media, sports, and event marketing for the most well-known global businesses.
