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Speaking for Siegel+Gale Middle East, Managing Director Tarek Sultani commented:
"As one of the region's leading companies, Qtel realizes the critical role that brand plays in engaging customer's hearts and minds and building loyalty, especially in the service sector. Our goal was to reenergize the Qtel brand while maintaining a link to Qtel's heritage, its pivotal role in the development of Qatar and its unmatched understanding of the Qatari market and consumers."
"In the Middle East, there is a misconception that "branding" is about simply changing the logo. The way Siegel+Gale and Qtel have approached this brand development program is an excellent example of how an organization can use the brand to engage internal staff, create consistency in external communication, and reshape customer's perceptions of the organization - all without having to change their logo. "
"Ultimately, it is about defining a promise and aligning all of the organization's functions and resources to deliver on that promise." Sultani concluded.
During the teaser phase, consumers across Qatar were engaged by the campaign in unbranded form along with a mystery website at www.fuelyoursenses.qa. Many of the activities connected to the launch have been designed to stimulate different senses, whether through massage chairs placed across Qatar ("a sense of peace") or through the wide range of water-based activities at beaches and along the Corniche ("a sense of adventure").
Dr. Nasser Marafih, Chief Executive Officer, Qtel, said: "Every act of communication offers a new sensation for people - excitement, satisfaction, surprise or peace of mind - and we really wanted a brand campaign that embodied that. All of our services help to engage people's senses and emotions, and 'Fuel Your Senses' really captures that."
Qtel revealed itself as the company behind the activities on December 6th when the "Fuel Your Senses" TV commercials developed by Adabisc were aired.
Posted by Rima Ali Al Mashni
