Raising awareness through football in the UAE

We created a series of activations to leverage Mubadala’s existing partnerships in football and build emotional connections across numerous stakeholders.

Mubadala wished to raise brand awareness and social enrichment among Abu Dhabi communities, as well as improving business relationships with stakeholders and motivating employees.

To build emotional connections with target audiences, we leveraged Mubadala’s existing partnerships in football. National Grassroots Festivals and in school programmes were developed, along with the launch of a Mubadala Football Magazine.  Interactive zones and live activation sites engaged audiences and reflected Mubadala’s role in diversifying Abu Dhabi’s economy.

The campaign was successful in raising awareness as 38,000 visited the Football Experience interactive zone and 40,000 copies of the magazine were distributed. The Facebook fan page reached over 20,000 and was the first dual language forum for football fans in the UAE. Additionally, 800 children participated in Grassroots festivals.