The challenge:
Create awareness in the Middle East, Europe and North Africa for Qatari Diar, a master developer and planner whose recognition factor was quite low by comparison to its signature developments like Lusail in Qatar.
Creative response:
The strategy was to build brand awareness of Qatari Diar and create instant recognition of the Qatari Diar logo and advertising format. The creative execution utilised the frame-like quality of the Qatari Diar logo with an image of the logo being held up by a hand in front of the setting sun and framing an image of one of their projects (The Marina at the Lusail project.)
The panoramic quality of the ad is in line with the positioning of Qatari Diar as a major player in real estate investment and property development with extensive resources and global reach.
The rays of sunlight filtering through the image and overall golden orange tone not only adds dramatic effect but also supports the brand image by using the same colour as the actual letters of the logo.
The authoritative yet warm and inspirational headline reinforces Qatari Diar’s positioning as a responsible, forward-looking organisation committed to the development of prestigious destinations that are great places to live, work and play. Qatari Diar really does create communities for Earth.
The result:
Increased awareness of Qatari Diar brand and company in the GCC, Europe and North Africa |
