2. DUBAI BAHRAIN ABU DHABI SYRIA INDIA O2MC.NET O2PR.NET O2i.AE
OURGLOBALVISIONISTAKINGSHAPE.
3. Today the success of any organization depends on how
effectively it communicates with its target audiences.
Effective communications goes well beyond simply
enhancing corporate reputation and building brand
equity. At O2, we help our clients identify and
understand their audiences to reach their
desired objectives.
In a world where consumers shape the
marketplace, marketers need more than
just good advertising and publicity to drive
profitable growth; businesses need to be
able to identify WHATTHEMARKETWANTS
in order to deliver responsive solutions.
They need to engage consumers in the
development of the communications process.
Marketers must find fresh and innovative
ways to effectively penetrate the market to
communicate with the target audience who
are relentlessly bombarded with media. By
presenting a distinctive and persuasive message
and disseminating it through strategically selected
channels, marketers can bypass the media noise,
successfully communicate the message, and achieve their
clients’ objectives.
The O2NETWORK is the conglomerate company
of O2MARKETINGCOMMUNICATIONS
(O2MC), O2PUBLICRELATIONS (O2PR), and
O2iNTERACTIVE (O2i). From advertising to
public relations, marketing consultancy to
interactive digital media, O2 is renowned
for its customized communications
strategies rooted in extensive market
research that yield compelling,
successful solutions. O2MC is one of
the leading marketing communications
agencies in the Gulf, and the first
independent regional network with
global reach.
Established to fill the gap in the Middle
East’s communication industry, O2
stands apart from traditional practices
in the region because of its progressive,
research-oriented approach and its
collaborative, open dialogue with clients.
Because of this direct approach and creative
ingenuity, O2 has made the competition
irrelevant, earning several prestigious titles in
the field, and an award-winning reputation.
ABOUTO2.
4. At O2, our unifying vision is to go global, expanding our network and reaching beyond traditional marketing
practices to revolutionize the world of communications. Already, O2 is recognized as the first UAE-based
communications network with global reach.
After only three years, O2 has expanded exponentially and is still growing strong. Under the organization
of the O2NETWORK we have branched out our services to include O2MARKETINGCOMMUNICATIONS,
O2PUBLICRELATIONS, and O2iNTERACTIVE.
Because of O2’s remarkable success we have extended our operations, forming a network of locations that
span the Middle East. In 2006, O2 founded its headquarters in Dubai and later that year, established a highly
influential office in Bahrain. We have recently instituted a new location in Abu Dhabi, and in the coming year, we
plan to establish a non-commercial creative center in Sydney, Australia. With affiliate offices across the Middle
East, we are currently working towards the formation of strategic alliances around the globe.
Our incredible expansion is attributed to our talented O2 team. Encompassing nearly 20 different nationalities,
our diverse members offer a colourful spectrum of perspectives, creative abilities, and strengths. We are a
young, ambitious workforce with the passion to fuel O2’s global vision.
OURGLOBALVISIONISTAKINGSHAPE.
5. To be the first UAE based communications network
to go global!
By establishing the O2 World Academy, a world class
marketing academy that will inspire innovation and
explore creative communications, open to everyone.
The O2 Academy will be distinguished as the leading
force in consumer-marketing engagement, cultivating
new powerful and effective marketing practices that
will revolutionize the world of communications.
The Academy will open the sphere of marketing
communications to the people, creating an open
dialogue, an exchange, that will shake and transform
the way we communicate.
VISION.
To promote talent, hiring fresh minded people with a
bright creative flair to be nurtured and developed.
To develop creative communications strategies based
on an extensive understanding of the consumer
through our concept ‘KNOWYOURMARKETFIRST’ .
To lead our clients and partners in the market by
reaching collaborative, researched solutions that
work, creating instant recognition and a compelling
call for action.
To put the consumer at the heart of our strategies,
creating consumer based concepts that push the
limits of traditional communications.
To provide our team members a positive and inspiring
creative environment, a place where they enjoy being,
where they feel fulfilled, that encourages professional
development and gives rise to creative ingenuity.
MISSION.
6. Communications Strategy
Communication Objectives
In order to achieve our communication objectives,
we go through each step of this cycle in succession,
our ultimate goal being to effectively achieve our
partners’ objectives.
O2COMMUNICATIONSSTRATEGY
Communication Objectives
UnderstandM
arke
t
Establish Solid Market Position
Co
m
m
unicateWithMarketEffectivelyDeliverM
essage
GeneratePublicity
Pene
trateGlobalMarket
7. O2 Network
Client
Engagement
Programme
O2 Client
Oxygen Session
Client Input Communication Tools
Oxygen Session
Communications Strategy
How we do it: Oxygen Session
The Oxygen Session is part of O2’s client engagement programme designed
to create a safe, creative environment in which our clients can freely share
their thoughts, goals, expectations and queries. This enables us to thoroughly
understand the products and services of our clients, and find the most effective
creative communication solutions to help us understand what the market wants,
and how to effectively engage our clients’ target market.
ATL
Approach
BrandPosition
BrandCulture
Objectives
Budget Allocation
M
edia
Plan
BTL Approach
ExternalPR
InternalPR
Research
Web Solutions
eM
arketing
Oxygen Session
Communications Strategy
Oxygen Session Outcome
The outcome of the Oxygen Session allows us to
determine the most effective communication routes
to take, enabling us to come up with targeted
solutions that generate results.
8. The key to develop brands, which truly satisfy needs, is to first understand
the needs. That’s where the NIS® -Needs Identifier System- model can
work. Based on a validated psychological framework, it uncovers the
fundamental conscious and unconscious needs linking successful brands
to their consumers. Using proprietary projective techniques NIS is a powerful
needs-based segmentation and brand-positioning tool. A model that can
be used across countries and categories, it delivers real insight into how to
strengthen that vital consumer-brand relationship.
NIS
®
Joy
Rel
ax
Belong
Com
fort Control
Ser
ious
Ego
En
ergy Freedom
Aesthetics
Cheerfulness
Instant
gratification
Structure
Order - Control
Conservatism
Certainty
Cold
Optimism
Harmony
Union - Sociable
Warmth
Active
Drive
Aggression
Speed - Risk
Vitality
Loyalty
Protection
Peace - Shy
Silence
Coolness
Assertiveness
Self confidence
Strict
Economy
Creativity
Receptivity
Trust - Security
Affiliation
Dominance
Individuality
Charisma - Fashion
Status - Prestige
Introverted
Extroverted
Individuality Affiliation
9. FIRST
We strive to be the first in everything we do. We constantly
come up with the most innovative, ground braking ideas! We
do research first to make sure that the consumer comes first—in
fact, our motto is ‘KNOWYOURMARKETFIRST’. Our vision is
to be the first UAE based IMC network to go global. Already, O2
is distinguished as the first UAE based communications network
with global reach.
VALUES.
TEAM SPIRIT
We work dynamically together to go above and beyond our
organization all goals. We consider the O2 team our family and
are careful to select only the most passionate people, who will
enrich our team, believe in our values and global vision. We are
fortunate to be encircled by people we admire, appreciate and
cherish. We inspire each other to push our potential, exceed
expectations, and be the best that we can be. This cohesive
unity is what drives us to reach the most remarkable results,
giving us the strength to supersede other agencies in the region,
and take on the globe!
PEOPLE
Communicating with people is the heart of our profession, and
the people within O2 are the reason we exist.
We appreciate people. We try to see the world through their eyes,
conducting focus groups, and research so that we can pinpoint the
central triggers that motivate and influence a consumer’s decision-
making process. Understanding our target market enables us
to determine the most appropriate, engaging communications
strategies and achieve our partners’ ambitious objectives.
CUSTOMER SATISFACTION
Our success is contingent on the satisfaction of our partners.
(We refer to our ‘clients’ as our ‘partners’.) We work closely with
our partners to develop integrated strategies that will effectively
communicate their key corporate messages. We strive to create
enduring partnerships built on trust, commitment, and a history of
success for our mutual benefit.
PASSION
We are an expressly creative variety of people from across the
globe who have joined forces to create masterful communications
solutions and fulfil O2’s global vision. A perpetual passion for
everything we do is what powers us to come up with astounding
strategies and shine through the vast world of communications.
INSPIRATION (OXYGENSPACE)
The OXYGENSPACE is a dimension created especially to inspire
O2’s creative process. It’s a space in which ideas are able to
breathe, thoughts are able to materialize, imaginations can run
wild, and research is able to evolve. We encourage each other
to stretch our ideas beyond the limits, and for our partners to
participate in the creative process.
10. RESEARCH (KNOWYOURMARKETFIRST &
WHATTHEMARKETWANTS)
Beforewebeginthecreativeprocess,wemakesurewe
understand our partners’ current reality in the market,
exploring and identifying open, viable opportunities
in the market. Research is the foundation of all
operations, which is why our positioning statement is
‘KNOWYOURMARKETFIRST’.
WHATTHEMARKETWANTS (an extension of
KNOWYOURMARKETFIRST) is another research
based concept that focuses on determining the
business objectives of our partners based on
‘WHATTHEMARKETWANTS’ through an in-depth
analysis of the prospect of the ever-changing
market.
THE POWER OF POSITIVE THINKING
(O2CULTURE)
The O2CULTURE is a positive state of mind that every
O2 employee subsumes, allowing us to recognise the
value of our thoughts. This is a constant mind set that
we carry with us wherever we go. We believe that no
idea is a bad idea; how ideas transform into brand
values is what makes them extraordinary. We pride
ourselves on a having a positive, encouraging, and
safe work environment in which people can express
themselves creatively and freely.
LOVE
We love our work, we love one another, and we love O2!
We inspire each other to reach for the stars, exceed
our potential, and be the most amazing versions
of ourselves. We share a profound respect for one
another; each one of us has something incredibly
special to offer and this is what makes O2 so unique!
We are passionate about instilling love, and this love
shines through everything we do.
BIG CREATIVE IDEAS
The Abdul Initiative
Abdul was O2’s office assistant, but not just any
office assistant, an extraordinary one! Everything he
did, he did with passion. Even when he made a cup
of coffee, you could tell it was made with love and
care. Mohammed Johmani, O2’s Managing Director,
recognized this passionate flair and promoted him
to ‘Creative Assistant’. Abdul was someone that
everyone could count on to get the job done right.
Grateful for his promotion, Abdul offered a present to
Mo wrapped exquisitely in O2 wrapping paper and
topped with a matching blue bow. Mo unwrapped the
present only to find a seemingly ordinary plain white
mug. Mo received it for what it was, appreciated the
thoughtful gesture, and left it at that.
A few minutes later, an excited, yet calm Abdul came
into Mo’s office with a kettle full of hot water. Without
so much as a word, Abdul filled the mug. Mo watched
with anticipation, wondering what on earth Abdul was
doing!
As the water filled the mug, something magical
happened! It began to change! Slowly, from the
bottom working its way up to the top, bright circles
began to appear on the surface of the mug. Mo
stared at the mug in fascination and then realized that
what he was seeing was O2’s global vision! He was
astonished! This was one of the most meaningful,
most thoughtful gifts he had ever received!
At that very moment, it occurred to Mo that things are
not always as they appear at first glance; everyone
has the potential to achieve great, creative feats if
they approach life and work with passion, dedication,
and inspiration.
Inspired by Abdul’s passion, Mo was determined
to spread this powerful energy to our valued team
members and partners. Today, we call this mass
produced mug ‘the Abdul Initiative’.
12. Dubai is the headquarters and birthplace of O2. It
was first established by in December 4th, 2005
as an agency that would offer its partners targeted
communications solutions, filling the gap in Dubai’s
marketing industry, and providing strategies that
would shine through Dubai’s loud ad noise. Originally
established to provide Marketing Communications
solutions, O2DUBAI has since expanded its services,
founding specialized departments dedicated to
Public Relations, Interactive Digital Media, Creative,
and Branding.
From humble beginnings on Maktoum Street in Deira,
O2 has since moved its headquarters to a prominent
sky rise on Sheikh Zayed road, one of Dubai’s most
high profiled business districts. Now O2 has two
floors to accommodate its growing team which have
been newly renovated to create a chill, spacious
atmosphere where creative ideas are able to breathe
and materialize.
O2DUBAI has established itself in the market as a
force to be reckoned with, often winning high profiled
accounts against international agencies. O2DUBAI
boasts mega clients like Wasl, Aswaaq, Sheikh
Mohammed Establishment for Young Business
Leaders (SME), and Dubai Municipality.
O2 is proud to be based in Dubai, a cosmopolitan,
fast-paced, business-rich environment. Dubai is
recognized as an icon of prosperity and the innovation
across the world. It takes on unimaginable, record-
breaking feats that the world has never seen—creating
land, building towering architecture—expanding
up and out! It’s Dubai’s visionary approach that
propels O2Dubai fast-forward, full speed ahead,
constantly evolving its services and strategies,
organically expanding its team; a reflection of the
city’s unbelievable progress.
O2Dubai is made up of a dynamic and diverse team,
representative of Dubai’s vibrant cosmopolitan
environment. It’s a resilient, high energy team that
is able to keep in tempo with Dubai’s shifting, fast-
paced business outlook. Always racing against the
clock, O2Dubai constantly generates big, innovative,
research-based ideas in line with the lofty business
objectives of its partners.
O2DUBAI.
13. O2BAHRAIN.
O2BAHRAIN has expanded significantly since it was
first established. On May 15th, 2006, O2BAHRAIN
was created with only one employee and has
expanded dramatically since. Today, the Bahrain
office consists of fifteen members and is still growing
strong. It boasts a talented international team with
unparalleled synergy, forming a highly functional
creative department, client servicing, interactive
digital media, and a dynamic PR unit.
O2BAHRAIN has made its mark in the industry and
has earned a reputation for being the hottest place to
work! It is the mastermind behind some of Bahrain’s
most successful campaigns (including some award
winners), establishing O2BAHRAIN as a leader in
the market. Our latest launch campaign for Durrat
Marina generated a resounding buzz across the
region that had everyone asking: ‘who is behind this
unconventional campaign?’
O2BAHRAIN has acquired some of the biggest
names in these industries, like Durrat Marina, Bahrain
Investment Warf, Al Salam Bank, and Trade Union
Cooperative Insurance just to name a few.
O2BAHRAIN is the creative hub of O2, an inspiring
environment where creativity soars to incredible
innovative heights, and the results are amazing!
O2BAHRAIN is made up of a team of experts that
work harmoniously together to achieve the most
remarkable results. Each member of the team offers
a unique talent, a unique quality that contributes
towards the overall results, giving rise to a powerful
creative hub in the pearl of the gulf.
14. O2ABU DHABI is a newly established office in Abu Dhabi, another
significant stride towards the global and regional expansion of
the O2NETWORK. ‘Practice makes perfect’, and with every
new location that O2 sets up, it gains greater insight into what
works and what doesn’t. O2 progressively sets higher standards
for each location based on this knowledge, building a stronger,
tighter regional network. By providing support and tools to help
it thrive, O2 fosters the organic expansion of O2ABU DHABI, in
terms of its services, client-base, and standing.
Abu Dhabi is the wealthiest emirate of the UAE with strong cultural
roots. Recently, it has been diversifying, investing in grand
projects on par with some of Dubai’s architectural masterpieces
that are generating global attention and presenting considerable
marketing opportunities. O2 strives to fill this gap, initially by
providing marketing communications services, and grabbing
hold of Abu Dhabi’s global marketing opportunities.
O2ABUDHABI.
15. O2i is a fun, interactive digital media agency. We work to create creative
programming fun that people can connect with. We work to link our
partners with today’s digital world through interactive media.
O2iNTERACTIVE was established to intensify and invigorate O2, to
provide our partners with a comprehensive range of services including
interactive digital media. Our team is made up of some of the best
digital media specialists from all around the globe.
O2i provides web solutions, online marketing, and digital media
productions.
We have the ability not only to create interactive digital media; we have
the power to add value.
Interactive media creates a unique opportunity to communicate,
manage, measure and develop interactive media solutions that create
a memorable brand experience. O2iNTERACTIVE delivers innovative
ideas and strategies that connect with people.
iNTERACTIVE
16. O2PR is a leading regional Public Relations consultancy firm, established under the
umbrella of the O2 Network. It is an agency dedicated to providing complete public
relation services spanning the communications spectrum. Moreover, O2PR is one
of the fastest growing PR agencies in the region with a broad network that covers
the MEN A region, and through affiliate networks, O2PR achieves global reach.
O2PR’s core values rely on extensive research prior to the formulation of
communication strategies and their implementation. O2PR believes in conducting
intensive research to evaluate and gain a firm understanding of their partners’
perception within the marketplace; this enables O2PR to effectively accomplish their
communication objectives.
O2PR is a highly qualified, culturally diverse team with extensive experience in the
PR industry. The team has the know-how and the ability to effectively communicate
with the media and the public, leading to the successful transfer information and
prevalent exposure. From PR consultancy to event management, O2PR is industry
renowned for its creative and innovative strategies.
At O2PR, we are well known for our quality of work and our unique, ‘out of the box’
strategies and concepts. By working together with our partners, we exceed short
and long-term objectives by creating immense awareness, managing perceptions
and protecting reputations.
PUBLICITYFIRST
17. THINKWIZE is an independent research centre that
works closely with O2 to provide objective research
information about the brands of our partners, the
market, and the target consumer. This research is
at the core of all O2 operations, guiding us in the
development of our strategies so that we can offer
solutions that get results. It provides qualitative and
quantitative research and uses a psychological testing
system to ensure that we understand the consumer
and KNOWYOURMARKETFIRST. It determines
WHATTHEMARKETWANTS and is the most crucial
phase of all creative communications strategies.
THINKWIZE goes beyond basic statistical research;
it explores the psychology of the consumer using
the Needs Identifier System (NIS), which reveals how
brands should connect with the consumer in order to
appeal to them on both conscious and unconscious
levels. This is a powerful system that helps O2
determine how to effectively position the brands of
its partners in the market and how they are currently
perceived. The NIS system provides additional insight
into the relationship between the consumer and the
brand.
Because of THINKWIZE, we are able to provide our
partners with solid data and psychological information
about their target consumer. These results enable
us to determine what communications route to
take, considering the consumer and the campaign
objectives of our partners. Then the creative minds at
O2 create unique communications strategies based
on the data derived from THINKWIZE. All facets of
our services reflect empirical market research, tailored
to effectively engage the consumer.
18. O2PHILOSOPHY.
O2’s philosophy of successful marketing
communications revolves around the constellation
of the following factors. Together, these factors
create an integrated marketing communications
strategy. By further developing these key values,
O2’s grasp of the market will strengthen and
expand, enabling us to effectively contribute both
regionally and globally.
The core of the O2 philosophy is to attend to
consumer demand, keeping us dynamically
engaged in all marketing activities.
19. KNOWYOURMARKETFIRST
“Research is to see what everybody else has seen,
and to think what nobody else has thought.” – Albert
Szent-Györgyi
In the world’s rapidly evolving marketplace, market
research is a vital prerequisite to all strategies. This
is why market research is the backbone of all our
operations. First we analyse our client’s reality in
the current market situation, then we identify viable,
open opportunities in the market to be explored and
developed.
With market research as our primary focus, it was only
natural for us to extend our approach, establishing
the concept WHATTHEMARKETWANTS. This serves
as an important tool in helping our partners strategies
their business objectives with an organic approach, in
tempo with the ever-changing marketplace.
This new approach has proven highly successful,
allowing the brands of our partners to expand and
create a compelling brand experience for their target
audiences. By pinpointing the central triggers that
motivate and influence the consumer’s decision-
making process, we identify how to market the brand,
and as a result, we consistently give rise to thriving
brands. The solution to motivating consumers could
be something as subtle as adding a gradient to the
packaging of a pasta box, or as evident as adding a
walkway that leads to a restaurant to promote easy
access
OXYGENSPACE
Sometimes, you just need breathing space. The
OXYGENSPACE is a dimension created especially
to inspire O2’s creative process. It’s a space in
which ideas are able to breathe, thoughts are able to
materialise, and research is able to evolve.
Its open, dynamic nature provides the optimal
environment for brainstorming sessions, examining,
and pre-testing. The result: solid, measured, creative
visionary solutions that we are proud to present to our
partners.
The oxygen space is designed to provide our partners
with an open and safe environment in which they
can share their thoughts, goals, expectations, and
queries. Fully understanding the perspectives of our
partners enables us to set up constructive workshops
where we can openly collaborate with them. This
experience of receptive energy is what we call the
OXYGENSESSION.
O2CULTURE
The O2CULTURE is a positive state of mind that every
O2 employee subsumes, allowing us to recognise the
value of our thoughts. This is a constant mind set that
we carry with us wherever we go. We realize that no
idea is a bad idea; how the idea translates into brand
value is what makes it a hit or a miss.
O2LANGUAGE
AllO2employeesarehighlytrainedontheO2CULTURE
and fully embrace it. To encourage our culture, we
use an open vocabulary of optimism, clarity, and
passion. We speak honestly and freely, encouraging
unity and devotion. The O2 culture is reflected in
our workspace, is spoken in our workplace, and is
carried out into our daily lives. We always encourage
our partners to join us in speaking the O2LANGUAGE
so that together, we can reach the most effective
communications solutions.
O2CREATIVE:
THEAWARDWINNINGAPPROACH
“When you reach for the stars you may not quite get
one, but you won’t come up with a handful of mud
either.” - Leo Burnett
At the O2 creative lab, we always strive to arrive at
the strongest, most unique solutions. Every piece of
artwork and creative communication we present is
designed with the potential to be an award winner.
You can’t win all the time, but this perseverance is how
we ensure that the quality of our work successfully
achieves global standards.
20. Creativity cannot be prescribed or dictated by design
studios, it comes from ambitious ideas, talented
members, a creative space, and the collaborative
essence of our departments.
CONSUMERENGAGEMENT
“Tell me and I’ll forget. Show me and I’ll remember.
Involve me and I’ll understand.” – Confucius
It’s a challenge to get through to consumers nowadays.
The market is becoming increasingly saturated with
flashy messages, making it more crucial to keep up to
speed and to be as dynamic and savvy as possible.
Our job is to reach the consumer through all this
background noise, drawing them in. When projecting
our partners’ brand values, we strive to create a
captivating brand experience for the target audience.
Regardless of which marketing channels are used,
consumer engagement is vital to the survival of the
brand.
At the end of the day, it’s the consumer that determines
a brand’s survival (WHATTHEMARKETWANTS). By
focusing on engaging the consumer, the end user
experiences a brand ethic; they’re attracted to the
brand to the extent that if they cannot get a hold of it,
they feel incomplete.
We consistently encourage our partners to keep their
target consumers in mind. We must appeal to their
consumers in all marketing activities, campaigns,
and decisions. No one can decide on a brand
position or brand image better than the consumer!
This is why as Marketers, it’s crucial for us to know
WHATTHEMARKETWANTS.
O2EXPERIENCE
The O2 experience is the definitive result of all
components of the O2 Philosophy. It’s the reason,
the practice, the sum of our culture and approach to
creative solutions. It’s an experience, a wisdom, and a
state of mind that drives O2 to success in the market,
effectively reaching the end consumer. Simply put,
the O2EXPERIENCE is a powerful fusion of our values
and methods that continue to evolve and prosper.
21. GO2GREEN
Under the umbrella of the O2 network, we have recently
created a new programme called ‘GO2GREEN’, dedicated
to practicing Corporate Social Responsibility within the
community, focusing primarily on creating environmental
awareness and addressing the environmental issues that
plague the region. Simply by encouraging people to ‘reduce,
reuse, and recycle’ we can all breathe easier (cleaner O2) and
help save our planet.
GO2GREEN fosters a green work culture that encourages
O2 team members to be conscious of waste and inspires
them to take environmental initiatives. We have recently
kicked off an internal recycling programme to cut down on
waste and promote recycling. We also encourage the use of
our hassle-free online system rather than printing out paper.
As a growing business, it is our responsibility to manage our
output of waste and incorporate a greener corporate culture
for the benefit of everyone.
23. AWARDWINNINGAGENCY
BESTMARKETING&PROMOTIONBUSINESS
When O2MC first opened its doors, we saw a true need in
the market, a gap that was a barrier between good work and
exceptional work. We made a simple promise: True insight and
in-depth knowledge will be the driving force behind all that
we do.
April 23rd
2007 O2MC has been awarded the title of Best
Marketing and Promotions Business, a distinction given by
the H.H. Mohammed Bin Rashid Awards for Young Business
Leaders: a true indication that the market is changing. And that
we are growing.
BESTPRAGENCY
O2 Marketing Communications was granted an Arabian Property
Award sponsored by CNBC, earning the title “Best PR Agency”
for their campaign for Bahrain Investment Warf.
The CNBC Arabian Property Awards is an international
organization dedicated inspiring and rewarding excellence in
the property industry. Awards are granted to distinguish the
highest levels of achievement in a variety of property related
categories that have attracted foreign investment to the Arabian
property industry.
BESTPRAGENCY
O2 was distinguished as the “Best PR Agency” in 2008 by
the Arabian Property Awards, the industry’s most prestigious
awards programme sponsored by CNBC and in association
with HSBC. O2 was awarded for the successful PR campaign it
designed and implemented for Aswaaq, an ambitious initiative
of H.H. Sheikh Mohammed Bin Rashid Al Maktoum to further
strengthen the economy of the UAE through a pioneering new
concept in retail and real estate.
BESTWEBSITE
O2i is the new interactive digital media branch of O2. Just
recently established in February 2008 this esteemed award
marks a major accomplishment for O2i and is a true testament
to its talent and dedication.
O2i was honoured for its website development at the 2008 CNBC
Property Awards, in association with HSBC, earning the title
“Best Website” for the website it designed for the Wasl brand
launch campaign www.wasl.ae.
24. Client Dubai Real Estate Corporation
Brand Wasl
Project Branding
Positioning
Advertising
Interactive Solutions
wasl is a new asset management group established
by the Dubai Real Estate Corporation that sought to
be positioned as a diversified, socially responsible
group that holds Dubai’s best interests at heart.
O2 developed a full-fledged communications
campaign with an exciting brand identity inspired
by wasl’s Arabic translation, meaning ‘connection’,
and its historic significance as the prosperous
trading hub formerly known as Dubai. O2
successfully positioned wasl as a diversified value-
driven business with a strong cultural identity
and launched a comprehensive IMC campaign
that generated widespread awareness across the
region.
www.wasl.ae
25. Client Emaar
Brand Emaar Financial Service
Project Advertising
Public Relations
For Emaar Financial Services new online system,
we launched a campaign to appeal to investors.
Highlighting the convenience that online trading
affords, we illustrated all the unusual places where
trading could happen, thanks to Emaar’s online
system.
Surreal hues of blue intensify the oddity of the
trading scenes. Blues also create a calming
sensation, suggesting the ease of trading at your
convenience.
www.emaar.ae
26. Client Sheikh Mohammed Bin Rashid Est.
Brand Corporate
Project Repositioning
Brand Activation
Public Relations
Advertising
Sheikh Mohammed Establishment for Young
Business Leaders (SME) strives to nurture the
entrepreneurial spirit in the UAE. Focusing on small
and medium businesses and young entrepreneurs,
SME provides coaching tools and the necessary
support to help entrepreneurs realize their dreams.
SME wanted to reposition their brand, targeting
UAE nationals, and to generate greater awareness
about their services.
Reflecting the SME vision, O2 created a complete
brand identity and brand character inspired by
the transformation of entrepreneurial dreams into
reality, using bright colours to create a dream-like
feel with a clean contemporary layout.
O2 developed a series of informative campaigns
to generate awareness about the different
services SME provides entrepreneurs and how
it can help at different stages of development.
The campaigns successfully positioned SME as
a solid authority while providing guidance and
support to entrepreneurs of UAE nationality, further
strengthening the economy.
www.sme.ae
27. Client Aswaaq
Brand Corporate
Project Advertising
Public Relations
Interactive Solutions
aswaaq is a new chain of retail outlets opening
across Dubai to be positioned as a friendly
community centre with fresh quality products
and the ambiance of a traditional street market.
aswaaq required a multifaceted campaign that
targeted investors, the general public, suppliers
and entrepreneurs.
O2 launched three separate IMC campaigns
through prevalent media channels that significantly
increased brand awareness, positioning aswaaq
as a friendly, vibrant modern day bazaar. These
campaigns attracted a lot of interest among
investors and entrepreneurs and appealed to
Dubai’s diverse cosmopolitan communities.
www.aswaaq.ae
28. Client Tameer
Brand Durrat Marina
Project Advertising
Public Relations
Durrat Marina is a world class, 1.3 billion dollar real
estate development project in Bahrain, estimated
to be an iconic landmark and among the grandest
mixed-use marinas in the region.
O2 created a unique brand identity that conveys
the essence of Durrat Marina and developed a
comprehensive IMC campaign inspired by the
logo and the natural beachfront lifestyle that Durrat
Marina will offer its residents.
O2 created a TVC based on this theme and
launched a comprehensive PR campaign through
carefully selected media channels, creating
widespread brand awareness and leaving Durrat
Marina perfectly poised for the next phase of the
campaign.
www.durrat-marina.com
29. Client Dubai Municipality
Brand Food Safety
Project Brand Development
Research
Advertising
Public Relations
In efforts to improve the quality of health among
the population, Dubai Municipality launched a food
safety campaign to educate the public about the
importance of safe food preparation.
O2 created a colourful brand character and
informative campaign with information about food
safety that was ‘easy to digest’. O2 brought this
message to life by personifying the brand through
a fun cartoon character called ‘Chef Safe’, a
friendly chef who prepares food safely. This brand
personality helped communicate information
about food safety through a fun and compelling
approach.
O2 developed a full-fledged IMC campaign that
successfully communicated information about food
safety to the public. By displaying the promotional
material in food specific locations, creating a clear
and engaging message and brand character, O2
effectively generated widespread awareness about
the importance of food safety.
www.dm.gov.ae
30. Client Dubai Municipality
Brand E-WEEK
Poject Branding
Research
Advertising
Interactive Solution
Dubai eGovernment is an online platform that
provides easy access to municipal departments
and services. Their objective was to increase
awareness and promote usage of Dubai
Municipality’s new website, highlighting its
benefits and user-friendly functions.
To promote the website, O2 launched a series of
six ‘eWeek’ campaigns, each week allocated to a
respective department. At the Dubai Municipality
headquarters, an eBooth was available to provide
the public with additional support and information.
O2 developed an Integrated Marketing
Communications campaign that encompassed PR,
direct marketing, and advertising, with a simple yet
informative message. This campaign achieved a
95% increase in DM’s website usage and a 200%
increase in the number of phone calls and feedback
it received.
O2’s eWeek campaign received a prestigious
award from H.H. Sheikh Mohammed Bin Rashid Al
Maktoum, Prime Minister of the UAE and Ruler of
Dubai, for ‘Best eGovernment Initiative’.
www.eweek.ae
31. Client Soundlines Group
Brand Corporate
Project Brand Activation
Advertising
Interactive Solutions
A spectacular teaser and reveal campaign was
launched by O2 using distinct shapes from the
logo that created massive brand exposure. This
campaign radically stood out against all others
because it provoked curiosity and generated
interest.
www.soundlinesgroup.com
32. Client Tameer
Brand BIW
Project Branding
Research
Advertising
Public Relations
To attract investors to invest in Bahrain Investment
Warf, we developed a campaign depicting industrial
machinery in the background contrasted with
‘helping’ human hands. Our goal was to capture
the industrial side of BIW set against a more human,
‘helping’ side. The ‘helping hands’ represent
BIW facilitating the success and productivity
of industries. The construction work implies a
booming economy full of growth and potential.
Tones of blue and grey have been used to strengthen
the industrial disposition of the campaigns. “Cutting
edge” has been emphasized in red to showcase
the innovative position of BIW and to conjure up
industrial notions.
www.bahiw.com
33. Client Al Salam Bank
Brand Al Salam Bank Bahrain
Project Corporate Identity
Advertising
Public Relations
Al Salam Bank Bahrain is a financial institution
in Bahrain that holds Islamic banking values. To
position Al Salam in this light, we depicted the
corporate logo with a red Arabic insignia. The red
is symbolic of Bahrain’s national colour, i.e. its
flag, and the Arabic calligraphy evokes traditional
Islamic values. This logo is used on all Al Salam
Bank Bahrain documents, as shown here in annual
reports and corporate brochures.
We illustrated the Bahrain flag standing side by
side with the Al Salam flag, signifying its pride and
support for Bahrain. In the brochure we showed a
full panoramic image of the façade of an Al Salam
Bank. Displaying spotless reflective surfaces that
mirror the clouds in the sky, this is symbolic of the
limitless opportunities for Al Salam Bank Bahrain
www.alsalambahrain.net
34. Client Leader Capital
Brand Corporate
Project Branding
Leader Capital is a financial engineering company
dedicatedtopromotingIslamicfinancialinstitutions.
They are devoted to offering investors innovative
financial solutions and strategies. To highlight
Leader Capital’s focus on ‘financial engineering’,
a puzzle piece serves to represent strategy, as an
intricate component of applied knowledge and
design. The eyeglasses are symbolic of dedication,
attention to detail, and strategy, central to the
company’s client-oriented commitment.
Royal blues and greys present a dignified,
respectable and modern look.
www.leadercapital.ae
35. Client Tameer
Brand Corporate
Project Brand Activation
For Tameer we developed a unique corporate logo
to evoke a successful real estate development
company specific to Bahrain though the use of
the bright yellow ‘sail’ (alluding to Bahrain’s proud
sailing tradition) and ascending navy blue blocks,
representing buildings. In order for the logo to be
accurately implemented under all circumstances,
we provided comprehensive corporate identity
guidelines. We developed a line of Tameer
paraphernalia using solid, contemporary colour
stripes to compliment the logo.
www.tameer.com
36. Client Zido Power
Brand Corporate
Project Branding
To position Zido Power as an extreme, invigorating
energy drink, we developed a theme based on
electricity, a notorious source of energy. Extreme
sports images are presented to heighten Zido
Power as an ‘extreme’ source of energy drinks.
Electric blue has been used as the central colour
to evoke electricity, contrasted with the name in
red and outlined in bright yellow, accentuating the
theme of lightening and electricity. Different colour
schemes have been used to represent the Zido
Power flavour varieties.
In order for the logo to be accurately implemented
at all times, we provided comprehensive corporate
identity guidelines. We developed a line of Zido
Power paraphernalia using the theme of electricity
and extreme sports to appeal to the target
demographic.
