The Ramada Plaza in Doha is known as a popular mid-range hotel for business, dining and as a weekend spot. ‘Qube’ is the name
of a funky, modern, new dance club set to open in October.
The brief was to give the club a smashing start with a distinct advertising style that sets it apart from other ‘normal’ bars and clubs. Qube was a new kind of bar, with minimal, colourful and elegant forms gracing its interior. Even the exterior of the building was a escheresque, tilted cube. How was it possible to advertise
the club without giving away too much of the surprise?
grow tackled the problem elegantly by eschewing the norms
in bar and club promotion. Instead of the tired formula of images of party-goers and ‘catchy’ phrases, an inspired color palette
and innovative, bold typography gave the ad a fresh new look. Printed on a full-page of the newspaper, this effect was maximised whilst imparting the brand unsurpassed visibility.
The fact that the ad did not use any images or any kind of descriptive take on the club only added to the curiosity value,
and the opening turned out to be a resounding success. Qube still enjoys excellent business and the New Year’s yielded them over 5000 customers. |
