An Investment in Character

Parents in Dubai invest significantly in their children's futures, but they rarely have a compelling reason to take sports as seriously as academics. This campaign aimed to reposition The Podium by emphasizing the values that sports can impart to children—such as discipline, resilience, teamwork, and confidence—framing junior sports as an investment in character rather than merely fitness.

A 3 Stage Funnel

- Top of Funnel: The initial stage utilized display ads, YouTube, and Meta to present a mix of video and static content focused entirely on the values of sports, rather than specific program details. This approach aimed to create an emotional connection with parents before discussing the product.

- Mid Funnel: Messaging on YouTube and Meta then shifted to provide more detailed information about the program's benefits, targeting audiences that were already engaged. 

- Bottom of Funnel: Retargeting efforts focused on an Open Day as a key conversion moment. Additionally, email campaigns re-engaged leads from previous terms, requiring no extra budget.

The campaign ran over three consecutive terms, using lookalike audiences and retargeting strategies to focus the budget on the areas most likely to convert.