ADVERTISING AND BRANDING: "BRAND ESSENCE" Promo / PR Ad by JWT

Category: Corporate Image & Information
Advertiser: JWT
Product/Service: ADVERTISING AND BRANDING
Agency: JWT
Date of First Appearance: Nov 10 2009 12:00AM
Entrant Company: JWT, Riyadh, SAUDI ARABIA
Executive Creative Director: Chafic Haddad (JWT)
Creative Director: Jihad Ramadan (JWT)
Senior Copy Writer: Sara Nasr (JWT)
Senior Art Director: Rawad ElDahouk (JWT)
Art Director: Gilbert Abdallah (JWT)
Copy Writer: Pete Taylor (JWT)
Account Manager: Ali Khalil (JWT)
Media placement: Stand Branding - Saudi Media Exhibition - 10/11/09

Describe the objective of the promotion.
The stand aimed at demonstrating JWT’s thorough understanding of the Saudi culture, in comparison with other agencies at the Media Exhibition, while also reflecting JWT’s core philosophy – creating ideas that people want to spend time with.

Describe how the promotion developed from concept to implementation
First, we wanted to highlight JWT’s understanding of every brand’s unique set of values. The next step was to find the right link to the Saudi culture. Saudi people are keen on using products that reveal their individuality. They are fond of customised perfume mixes made of oriental essences and oils. The conclusion was to create a JWT perfume shop where each essence was given the name of a brand value such as tradition, joy, or transparency. Visitors – consisting of marketing managers and media executives – were able to order the mix of essences that best reflected their brand.

Describe the success of the promotion with both client and consumer including some quantifiable results
The JWT Perfume Shop was a huge success. With more than 6000 visitors, a total of 1600 customised perfume bottles handed out and many potential clients interested, JWT was portrayed as an ad agency that is not just able to understand the Saudi culture but to engage it.

Explain why the method of promotion was most relevant to the product or service
First, the perfume shop was a pure Saudi insight to which all visitors related. Second, JWT was able to demonstrate its understanding of what a brand is all about. Third, every visitor spent time at the stand and so JWT’s philosophy was manifested.