World Cup
The Betway World Cup 2022 Qatar campaign was designed to be a standout feature within the Global Brand redesign.
My leadership guided our team in the development of compelling and effective creative assets that were smoothly rolled out worldwide in various languages.
We assembled an extensive global toolkit containing more than 2000 assets, enabling regional teams to tailor and integrate them into their marketing materials. Consequently, regional teams were able to execute their plans in a single week.
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Included in the toolkit were numerous components such as promotional materials, social media video content, unique tournament identity, custom library of country kits, crests specific to each country and a variety of graphic designs and motifs.
01
Project Brief & Goal
The goal of the World Cup Campaign was to generate captivating and unique assets that could be effectively utilised across multiple channels during the event.
Inspired by the original Qatar World Cup Assets, our objective was to create a visually stunning identity with a distinctive twist.
This involved infusing the campaign with local cultural elements and highlighting the region's psychological traits, including happiness, a cool demeanor, and vibrant colors.
02
Research, Assets & Toolkit
We swiftly conducted research to gather the visual elements needed for our campaign. Drawing from geographical inspirations, we crafted unique patterns that captured each country’s spirit. Our aim was to ensure a consistent style while highlighting individual country characteristics.
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Our campaign’s success hinged on a diverse set of assets, including dynamic marketing materials, engaging videos, distinctive tournament identity, custom country kits, and unique graphical elements, all contributing to its widespread impact.
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03
Apple Store & Google Play
We partnered with UA and Affiliates teams to create Custom Product Pages for app stores and In-App Events for Apple Store. Our goal was to engage more customers by providing personalised experiences, thereby expanding our audience and product visibility.
04
Social
Ensuring visual and thematic continuity across our marketing materials was essential for brand consistency and played a crucial role in captivating our global audience.
The development of visually cohesive and brand-aligned marketing materials ensured a seamless experience across all platforms.
By creating a comprehensive range of versatile templates, we were able to quickly leverage various content opportunities throughout the tournament, from real-time match updates to celebratory posts, ensuring our presence was both dynamic and consistent.
