Page 268 - WU183.indd

WORLD U18

Protel Studios

e brief

he brief was to develop a campaign that reso-
nates with the international community and
Tone that would rally Kenyans to fi ll the stadium
in support of the IAAF U18 Champions in Kenya. It
was an event to be held for the fi rst time in Kenya
KYEB
and the last in the world and was therefore a historic
and great moment for Kenya.

Media and communication objectives

• To inform Kenyans and the world about the IAAF
World U18 Championships
• To make Kenyans identify with and own the event
• To make Kenyans support the event
• To sensitize the general public about the impor-
tance of the event
• To call on Kenyans to attend the event in large
numbers and fi ll the stadium for fi ve days
To bring the idea to life, we did a 360 degree com-
• Portray a positive image of the event Our approach
munication plan that incorporated print, TV, Radio
and Digital. ere was a print campaign to promote
KENYA YEARBO0K
Our Communication Campaign:
the event and we launched a television campaign
that incorporated U18 Kenyan athletes to publicize
World record verses wild records!
the event and get Kenyans to the stadium.
EDITORIAL BOARD
e Creative Campaign
We also used the online platform to encourage
people to attend the games through the hashtags
Our big idea
#twendekasa and #wu18nairobi2017 and directed
them to online tickets by giving them live updates
Our insight and idea for the campaign was pegged on through a website customized for the event. The
the fact that Kenya is known as a leader in athletics campaign had radio mentions on local radio sta-
but is also the home of spectacular wildlife in Africa tions to promote the event.
with its iconic safaris and is the cradle of mankind.
We were therefore marketing the event as one that e campaign also needed to stand out as there was
would give you an experience of a lifetime where a lot of political noise at the time hence the need for
you would get a chance to experience: it to be unique. Our theme was World Records versus
Wild Records. Kenyan athletes are known for setting
• Great athletics right at the home of world cham- and breaking world records and we wanted to play
pions this with Kenya’s amazing world life by comparing
• Kenya’s spectacular wildlife the records and bringing in two of Kenya’s biggest
• Get to visit the cradle of mankind attractions together.

268 | ACTIVITIES AND OCCURENCES DURING WORLD U18 CHAMPIONSHIPS