Al Baraka Bank Pakistan Limited has a rich history of supporting Pakistani athletes across a variety of sports. In keeping with this theme, they decided to sponsor the prodigious Hamza Khan, an 18-year-old World Junior Squash Champion.
We were tasked with connecting this new addition in our sponsorship roster to the brand, as well as crafting a narrative that resonated with our audience at large.
So, we asked ourselves: How do we connect a young person to the audience in a way that earns maximum exposure for the brand?
Simply creating posts or a campaign celebrating a player’s success would hardly be engaging, irrespective of how impressive a feat it may be. But, connecting the past to the present and future, and tugging on the emotional heartstrings of our viewers along the way would help us make this campaign a memorable one.
With that in mind, we decided to pick up a few extra brand ambassadors to ensure this campaign reached an entirely new level.
Our campaign was Digital but the emotion it created was very real. It began with a DVC that earned millions of views and continued on with a content plan utilizing key elements from the DVC and beyond to create one uniform narrative that we were able to use across multiple social media platforms.
Our digital content plan seamlessly weaved the narrative of Al Baraka's partnership with squash legends Jansher Khan, Jahangir Khan, and Qamar Zaman, emphasizing the golden eras of these champions. We used posts, polls, videos, shorts, quizzes, and more to build a memorable campaign that brought back attention to some squash legends from the past and one future legend in the making.
Our multi-platform approach saw the campaign unfold across various digital channels: GDN, YouTube Display, Animated Banners, News Websites, Auto/Tech Portals, and Sports Websites. Traditional platforms were not overlooked, with TV coverage spanning 13 channels. Radio and print media played supportive roles in amplifying our message.