Campaign details

Brand: Aspire Zone Foundation
Brand Owner: Aspire Zone Foundation
Lead Agency: FP7/Doha
Contributing Agencies: UM MENA, Doha
Country: Qatar
Industries: Sports
Media Channels: Content marketing, Events & experiential, Games & competitions, Mobile & apps, Newspapers, Online display, Online video, Outdoor, out-of-home, Print - general, unspecified, Radio, Social media
Budget: Up to 500k

Executive summary

Qatar is one of the most overweight nations in the world. Fitness and activity are not part of the culture and the inactivity gets even worse during Ramadan.

So, to get people in Qatar to be more active (during a month when they are generally inactive), instead of replicating traditional campaigns, Aspire Zone, a leading sports destination in Qatar, created a unique sport and entertainment platform that got people active at nights: The world's first Ramadan night championships.