No Football, No Worries (series)
Italian football legend Andrea Pirlo is in Qatar for the World Cup. But, sadly for Pirlo, his beloved Italy has not qualified so are not playing. Luckily, Qatar offers a huge range of wonderful emotional experiences beyond just football for him to enjoy.
In each of our seven films we see Pirlo in what appears to be a classic football context (playing, coaching etc) but then pull back to reveal he is enjoying yet another of Qatar?s world-class attractions. No football? No worries.
While the world watching on TV could see Qatar has 8 incredible football stadiums, we also wanted people to know there was more to enjoy in Qatar than just football. We aimed to ensure that, when the FIFA World Cup was over, the world?s travellers would know all the great emotional experiences on offer, and would visit Qatar for all its many other wonderful attractions We wanted to showcase as many different Qatari attractions as possible. And also to appear in as many World Cup matches as possible so we could target more nationalities. So we chose a media strategy of shorter lengths but higher frequency. These seven short (10? and 15?) spots enabled us to massively increase the number of football fans we could talk to.