Page 254 - World Under 18 Championships

WORLD U18

Protel Studios
campaign report

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

254 | ACTIVITIES AND OCCURENCES DURING WORLD U18 CHAMPIONSHIPS