Design. Copy. & Others.

Introduction

Activities

Designs

The Brief.

The car market in Oman is highly competitive and 40% of car purchases happen during the month of Ramadan. Car companies offer various promotions such as "high value household appliances" during this month plus a car raffle by month's end. Zubair Automotive Group (ZAG) wanted a tactical campaign that has not been offered to the car-buying public. On top of the tactical promotion for Ramadan, they want to have a little night-time festivities and instant prizes at the areas of interest.

 

Sales objectives are (1) encourage potential owners to test drive car brands under ZAG; (2) generate foot traffic to its showrooms; (3) meet sales target of 4000 units.

 

The Big Idea.

To meet these objectives, ZAG have the following as their promotion:

  • 0% interest on car loans
  • An invitation to Tour The World, The Concert
  • A chance to win holiday of a lifetime to the destination of origin of the car purchased, with 4 trips at stake.
  • A grand prize of RO 10,000 (25,972.002627 USD, October 2008*)

 

The tactical campaign is common across all brands, yet the creative execution has been aligned within each car brand's guidelines. The overarching theme for the tactical Ramadan campaign carried a travel theme on all brands and its main platform should be holiday of a lifetime, which has been applied across all activities, creative execution and events.

 

Areas of Interest were the showrooms, Muscat City Centre (MCC) and the post Eid celebration and prize draw, Tour The World, The Concert, which was held at Marah Land.

 

As an incentive to the sales folk, they were also included in the promotion – 10 top-performing sales staff had an all expenses paid trip to Monaco.

 

 

* Source: xe.com historical rate

As previously mentioned, there were three main areas of interest during the tactical campaign: the showrooms, Muscat City Centre, and eventually, Marah Land. Each of these places had activities that were geared for potential car owners and their families. The last being the concert and prize draw.

 

Showrooms

 

​Mitsubishi showroom with the promotional collateralChrysler Jeep Dodge showroom windows with the promotionPeugeot showroomSkodaPromotional collateral on windows, detailShowroom acts, robotShowroom acts, stilt walkersKids Zone. Whilst parents are shopping for cars, kiddies have their own corner in the showroom8 - 8<>

 

 

Muscat City Centre

 

​These 3D display were seen all throughout the mall.Similarly, monitors playing travel videos inside suitcases can be seen inside the mall as wellMannequin with monitors playing travel videos wearing similar uniform as Zubair Automotive promo peoplePutting an airport inside MCCPromo people wearing mandatory head scarves, as it is RamadanChange of airport. VW's week at the MCC.Test drive area, where potential car buyers await their turn to test drive a Zubair Automotive vehicle7 - 7<>

 

Marah Land

 

Tour The World, The Concert was the grand finale of the month-long festivities of the Ramadan tactical campaign. Not only was this a concert featuring international artists but it was a prize draw for those who purchased cars from the Zubair Automotive Group. This was the biggest private concert that was mounted in Muscat, which has a seating capacity of 5000 but had a more than double attendance. Acts and entertainment were from around the world – catering to various audiences.

 

​Marah Land main entrance with the event logo cutoutConcert seating capacity was 5000During Salha's performanceStiltwalkers adding to the festive atmosphereBilingual MC Sarah BalloutEastern IllusionMixed FeelingsMichael Jackson lookalike was a crowd drawAlexander O'NealMarah Land set up4 - 10<>

 

 

 

Tour The World, The Concert

The whole tactical campaign arose from the events team's idea of using trips as an incentive for the automotive sales force and  giving free overseas trips to those lucky car buyers.  Initially, I had an idea of putting cars in conveyor belts similar to the ones used by  airports but it would have been a logistical nightmare on top of ensuring that brand new cars won't get damaged. Instead, I turned the MCC into an airport. At least for a month it was an airport. Sort of.

 

​Event identityShowroom poster. Design & copy. Body copy:Get exclusive front-row seats to watch the best entertainment the Middle East has to offer – Tour The World, The Concert. The musical line-up is endless: Arabian funky house superstar DJ Maxime de Hurel; soul legend Alexander O’Neal; Bollywood’s Eastern Illusion; traditional Omani musicians, Al Mithalia Band, the ultimate party band, Mixed Feelings and Omani diva, Salha are among the many to take to the stage! Buy any car brand from Zubair Automotive Group with a 0% interest-free loan this Ramadan and you will automatically receive exclusive tickets*for you and your family to attend the concert of a lifetime! And that’s not all. You will also go into the raffle to win an all-expenses paid Holiday of a Lifetime and a chance to win the Grand Prize of RO !0,000! Fine Print: *Entry for four per ticketTOUR THE WORLD, The Concert8 October 2008 • 8.15 PM to 1.00 amMarah Land (Side Entrance) Al QurumAdmissions by invitationPrint Ad. Half page broadsheet. Design & copy. Body copy:Get exclusive front-row seats to watch the best entertainment the Middle East has to offer – Tour The World, The Concert. The musical line-up is endless: Arabian funky house superstar DJ Maxime de Hurel; soul legend Alexander O’Neal; Bollywood’s Eastern Illusion; traditional Omani musicians, Al Mithalia Band, the ultimate party band, Mixed Feelings and Omani diva, Salha are among the many to take to the stage! Buy any car brand from Zubair Automotive Group with a 0% interest-free loan this Ramadan and you will automatically receive exclusive tickets*for you and your family to attend the concert of a lifetime! And that’s not all. You will also go into the raffle to win an all-expenses paid Holiday of a Lifetime and a chance to win the Grand Prize of RO !0,000! Visit any Zubair Automotive Division showroom this Ramadan to make your dreams come true! No Ticket, No EntryFine Print: *Entry for four per ticketTOUR THE WORLD, The Concert8 October 2008 • 8.15 PM to 1.00 amMarah Land (Side Entrance) Al QurumAdmissions by invitationPrint ad for day of concert. Half page broadsheet. Design & copy. Body copy:Get ready to groove as this is the last call to be a part of the most exclusive concert in the Sultanate – Tour The World – The Concert! The musical line-up is endless: Arabian funky house superstar DJ Maxime de Hurel; soul legend Alexander O’Neal; Bollywood’s Eastern Illusion; traditional Omani musicians, Al Mithalia Band, the ultimate party band, Mixed Feelings and Omani diva, Salha are among the many to take to the stage! What’s more, tonight is the Grand Draw of the all-expense paid Holiday of a Lifetime and the 3 Grand Prizes of RO 10,000 for each winner! Make sure you have your boarding pass tickets with you tonight when the gates open at 8.15 PM at the side entrance of Marah Land in Al Qurum. No Ticket, No EntryFine Print: *Entry for four per ticketTOUR THE WORLD, The Concert8 October 2008 • 8.15 PM to 1.00 amMarah Land (Side Entrance) Al QurumAdmissions by invitationPoster, regional showrooms. Design & copy. Body copy:Get exclusive seats to the biggest concert in Oman on the 8TH October 2008. Watch Tour The World, The Concert live from Muscat at the Zubair Automotive Showroom in Nizwa, Sohar and Salalah. Endless entertainment awaits the whole family at the showrooms with stilt walkers, jugglers, DJs, clowns, free food &drinks and so much more! Buy any car brand from Zubair Automotive Group with a 0% interest-free loan this Ramadan and you will automatically receive exclusive tickets*for you and your family to attend the concert of a lifetime! And that’s not all. You will also go into the raffle to win an all-expenses paid Holiday of a Lifetime and a chance to win the Grand Prize of RO !0,000! Visit any Zubair Automotive Division showrooms this Ramadan and make your dreams come true! Regional ShowroomsZubair Enterprises DakhliyaNizwa Zubair Enterprises NorthernSohar Zubair Enterprises SouthernSalalah No Ticket, No EntryFine Print: *Entry for four per ticketTOUR THE WORLD, The Concert8 October 2008 • 8.15 PM to 1.00 amMarah Land (Side Entrance) Al QurumAdmissions by invitationShowrooms and MCC instant scratch card instant prize, frontShowrooms and MCC instant scratch card instant prize, backBoarding pass tickets. Concept, design & copy.1 - 8<>

 

2008. Zubair Automotive Group. Ramdan Tactical Campaign.

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