CHINESE VILLAGE OPENS @ JLT, DUBAI
ISD Global delivered the complete branding for Chinese Village’s new restaurant outlet at JLT, Dubai. Also included branding at the Dubai Marina and JLT Metro stations. The Chinese Village juggernaut rolls on. After the stupendous success of Chinese Village, Dubai Marina, the Chinese Village opened its 4th outlet at Dubai’s Jumeirah Lake Towers. And if early feedback is anything to go by, they seem to be running short of chopsticks, such has been the demand.
LED SCREEN MAKES QUITE A SPLASH WITH ADVERTISERS
Brand marketers are constantly on the lookout for high visibility locations for communicating their messages to the maximum possible audience set. For all those who are not familiar with the Al Ittihad Road (commonly called the Dubai Sharjah Road), it is one of the busiest roads in the entire UAE (probably in the entire GCC region) with a vehicular traffic density of more than 160000 every day translating to almost 400000 in the number of people having the opportunity to see/read the brand message. That makes it 12 million viewers a month getting to see the advertising message, which is colossal by any standards. And what is hugely compelling is that the cost per contact is very negligible providing great ROI to brand marketers.
Outdoor/OOH media in the UAE is one of the most significant media platforms being used by brand marketers. “If you look at the UAE topography and media consumption patterns, there is a significant amount of dwell time that people spend getting from one place to another. Effectively, it translates to almost 30% of the time being spent on the road creating substantial OTS for brands that have selected strategically high visibility vantage points to broadcast their communication. The ISD Global’s LED Site on the Dubai Sharjah Road provides a wonderful opportunity for brands to craft out their messages(be it strategic or tactical) and reach out a high volume of vehicle users, day in and day out. Also, since the traffic is almost grindingly slow at the location of the LED Screen, the opportunity to see factor is augmented considerably’, commented Dipti Vaidyanathan, Brand & Business Developer, ISD Global.
Brands across multiple categories have found the site immensely beneficial. They range from Education brands (like London School of Economics, University of Bolton, ECMIT, WINC, Manipal University Dubai, Manhattan Film Academy New York) to Supply Chain companies (Barloworld Logistics) to FMCG (Barakat Juices) to Car Rental companies(Thrifty) to Driving Institutes(Galadari Motor Driving Institute) to Interior Design Consultancies(Interiors Quotient). More and more categories are seeing immense value in the LED Screen location and campaign bookings for the next few months include brands from categories be it Airlines, Hotels, Travel services providers, Automobiles, Real Estate, Banks & Financial Institutions, Fashion & Lifestyle, F&B, FMCG etc.
“Nowhere can you get a campaign run on such a high traffic location with assured visibility that costs as little as a little over AED 1 per spot per day. The response that we have been getting from advertisers and Media Buying Houses therefore have been phenomenalâ€, concluded Dipti.
ISD Global is a new age Dubai based brand marketing consultancy offering future ready, innovation embedded, disruptively relevant and compellingly customer engaging solutions to brands in multiple markets including the UAE, India, UK, USA, Vietnam & Mauritius. A preview of their communication showcase can be had from http://www.groupisd.com and an understanding of their philosophy can be accessed from this video link http://bit.ly/z1ZqiG
ISD Global also publishes a magazine called Brand Knew which is a distilled essence that offers a holistic perspective on the world of brands & branding. Its published in both print and digital formats. The digital edition can be downloaded free from http://www.brandknewmag.com Brands wanting to grow their universe of customers and augment their loyalty and stickiness can look forward to working with an inspired, creative and highly talented team at ISD Global.
In its quest to disseminate relevant yet disruptive knowledge, ISD Global is launching a Speaker Series involving the very best minds from the branding, self help and advertising eco system around the world. The first in this series is scheduled for October later this year. Watch this space for more.
For more information please write to us at info@groupisd.com
TAKE THE BUS
ISD Global the Dubai headquartered new age brand marketing consultancy has pioneered yet another game changing initiative that brands wanting to target the demographic of 6-18 year olds would love to leverage.
Imagine the prospect of brands getting the opportunity to talk to 75000 plus school students every day in the UAE. In an environment which is the insides of a school bus. Average time spent being at least one hour both ways commuting from home to school & back. Brands can now relish this rare situation wherein they get to talk to their potential customers in a non intrusive, captive eco system.
ISD Global now offers to brands in the UAE a platform to communicate to one of the most sought after demographics- the 6-18 year olds. It now offers to brands a fleet of more than 1500 school buses serving more than 100 schools in the UAE reaching out to a daily target of more than 75000 students.
Its a brand marketeers delight. Nowhere do you get an opportunity to talk to this highly desired audience demographic in such an intimate, captive, non distracting atmosphere. Its a very difficult to pin down TG otherwise with very little attention spans and extremely high boredom lifecycles. What we are offering is a platform to be talking to this audience, inside a bus as they commute to and from their respective schools, with average dwell time that is anything between 60-120 minutes, every day. The current student universe that can be reached through this exercise stands at 75000 students every day and the number is expected to augment to more than 100000 by the first quarter of next year, remarked Suresh Dinakaran, CEO, ISD Global.
If you look at the spectrum of brands that can leverage this wonderful , first of its kind marketing opportunity in the UAE, it would include the likes of gadget brands(Playstation, Wii, Xbox, Mobiles), Chocolates, Juices, Fashion, Fast Food Brands, Higher Education(Universities), Theme Parks, Amusement & Gaming Centers, Stationery brands etc. In fact brands that want to market to other audiences using this demographic of 6-18 year olds will also find this platform perfectly conducive. Its a long, long list that resonates perfectly well with the profile of the audience on offer, added Pravin Ahir, Director Operations at ISD Global.
ISD Global has been at the forefront of offering future ready, market sensitive brand communication solutions to clients that are high on efficacy and appropriate on investments. These include an LED Screen on one of the busiest roads in the UAE (the Dubai Sharjah Road),its cutting edge magazine on brands & branding Brand Knew available in both print & digital formats etc. Quite a few more innovative offerings are in the pipeline and they would be unveiled before the end of this year.
ISD Global operates in the UAE, UK, USA, India, Mauritius & Vietnam with a team of more than 65 creative and strategy experts. For more information on how ISD Global can help brands realize their corporate and marketing objectives, write to info@groupisd.com
A BRAND NEW ISSUE OF THE MAGAZINE IS NOW OUT
The region’s first knewsmagloid on all things branding is now out with its latest edition . Read about David Ogilvy, Starbucks, Celebrity Branding and a whole lot more in this current issue. Distilled branding essence in every page. If branding matters to you, look no further. Download your free copy now. www.brandknewmag.com
RAINBOW AMBASSADOR SANJEEV KAPOOR ADDS TASTE AND MILEAGE TO BRAND
Sanjeev Kapoor, the iconic Indian Celebrity Chef is now the brand ambassador in the GCC region for the Rainbow brand of evaporated milk. The Rainbow brand is a Friesland Campina product, and has been in the region for more than 56 years. Friesland Campina ( A Dutch company) is the world’s largest dairy association of more than 14000 farmers from Netherlands, Germany & Belgium.
The brand communication for Rainbow has primarily been driven by Television, Radio & Print with the Celebrity Chef Kapoor being the main driving brand protagonist and largely aimed at connecting with the brand with the second generation of Asian expats from the Indian sub continent. The campaign has been running across all the major TV & Radio networks in the UAE and leading lifestyle magazines over the past few weeks and seems to have struck an instant chord with its intended target base.
Known for his discerning taste, Sanjeev Kapoor will help the Rainbow brand strengthen its connection with the seven million strong South Asian population living in the Middle East and deliver Rainbow’s message of being the perfect match for tea.
Sanjeev Kapoor said: “As a regular visitor to the Middle East, I have enjoyed the exceptional taste Rainbow Evaporated Milk adds to my cup of tea! Rainbow is a symbol of high quality and tasty dairy products and I am proud to be associated with a brand with such high standards. ”
Suresh Dinakaran, Group CEO, ISD Global echoes this sentiment. “It will be naïve to assume that all celebrity brand endorsements deliver what it ought to be doing, in fact, far from it. But Chef Kapoor has been a dominant exception with a lineage of endorsements that he has been associated with for over several years. We are not surprised that the Rainbow brand has generated augmented interest and customer attention because of the Chef’s association. It’s a perfectly happy intersection of the brand traits meeting the Celebrity’s perceived value that is driven by competence, reliability, trust, value and global appeal”.
ISD Global works with the Celebrity Chef Sanjeev Kapoor to manage and market his global brand endorsements across multiple categories that go beyond the food & kitchen. “Any brand that is telling a story built on the edifice of trust, competence, reliability & global appeal becomes an ideal fit for a brand endorsement by Chef Kapoor. He enjoys iconic status which subliminally gets migrated to his articulation of the brand’s message. There is no hard sell but pure, sincere conviction and that is what works immensely well for all the brands associated with him “, concluded Dinakaran.
ISD Global also engages closely with representatives of major Hollywood and Bollywood Celebrities including the likes of George Clooney, Brad Pitt, Julia Roberts, A R Rahman, David Guetta etc and helps brands find their match based on objectives, market, positioning, profile & budgets
Brands wanting to work with the Celebrity Chef Sanjeev Kapoor as brand ambassador or engage with leading celebrities from Hollywood or Bollywood can write to ISD Global on info@groupisd.com.
ISD Global operates at the future ready, cutting edge intersection of strategy, creativity, technology and consumer and helps build, grow, nourish and reengineer brands across multiple categories and disparate markets. A sneak preview of ISD Global’s creative work can be had from www.groupisd.com and one can download their publication BRAND KNEW from www.brandknewmag.com
