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Posts filed under 'In-Game Advertising'

Fight back against your costs!

Watania Telecom | New business bundles

Click Image To Enlarge

Advertising Agency: Impact BBDO, Kuwait

Via [Ads2Blog]

5 comments October 25th, 2009

Emirates: Arabia’s only global brand?

Emirates Airlines

Brands: they have evolved from simple labels stuck on commodities to elaborate expressions of corporate culture, and, some would even argue, an expression of societal culture as well. Global brands are also an expression of the strength of their countries of origin in the global market.

Japan is Sony. Korea is Hyundai. Germany is Mercedes, America is Microsoft. France is Peugeot. Sweden is Saab. Italy is Vespa. China is Huawei or Haier. Taiwan is Acer. I could go on.

So what is an Arab brand of global significance. Hmm. Is there any?

Al Jazeera often comes to mind when this issue is discussed. And with the imminent launch of Al Jazeera International (how imminent nobody seems to know) Al Jazeera’s international brand will be strengthened further. But there is a problem with this brand. It loses money (or break even as its manager would like to say). It has risen to prominence on the back of crises in the Arab world and Afghanistan (just like CNN rose to prominence on the back of the first Gulf War).

So for now, Al Jazeera is not a money maker and is actually having trouble signing up advertisers as well as cable and satellite distribution in the US. One could argue that the BBC is not advertising based and is government funded too. That’s a valid argument. The BBC is definitely a strong global brand. So it remains to be seen whether Al Jazeera can make the jump from ‘controversial’ to ‘accepted’ in the coming years.

So what else does the Arab world have in the field of global brands? Not much.

Watching the world cup games in Germany gives you a good overview of the global brand map. From the top of my mind I can remember Toshiba, Yahoo, Coca Cola, Budweiser, Avaya (what the heck does Avaya do?) and the lone ranger from the lands (or shall I say skies) of Arabia: Emirates Airlines.

Here is a brand strong enough and rich enough to play with the big boys on the world cup pitch. Emirates is the expression of the rise of Dubai. It has achieved global recognition by delivering high standard services and strong marketing efforts.

One could say that Qatar Airways is also trying to be there on the global stage. But in my assessment, the more mature Emirates is far ahead of it.

Sadly, the Arab’s global brand, Emirates, is also a reflection of the fact that Arab nations have no significance when it comes to brands that are based on technical innovation. Emirates’ planes, computer systems and even a good part of their staff are imported ‘resources’. Whereas brands like Microsoft or Apple are not based not just on great service and marketing, but on R&D and invention.

Future Arab candidates for global brand prominence? Emaar (again from Dubai). Orascom (mobile operator from Egypt, although it’s a business to business brand that consumers are not aware of), Aramex (originally from Jordan).

If you have any candidates let us know.

6 comments June 28th, 2006

Virtual stadium ads in the Middle East

Megastadium 2.

This seems like an experiment, because its chances of success seem somewhat limited in the short term, but with around 4500 users already signed up, it’s got potential.

Basically, offers Arab football fans an online forum to chat, compete for prizes, forecast results and interact with other fans around the globe.

The unique sign-up process aims to re-create the atmosphere of sitting in a football stadium, as users can put on their virtual team jersey and take their place in the online MegaStadium’s stands. The stands, offer advertising spaces (see below).

Megastadium 3.

The is a joint venture between Mideast Solutions in Dubai and Direct Media Network in England.

And here’s the international site, called The Largest Online Stadium.

Add comment June 17th, 2006

Coca Cola changing color??

Watching the world cup over the past few days I noticed something weird. The Coca Cola logo is appearing in all sorts of colors, besides the usual red. I noticed the usage of blue, yellow and green already! Has anyone out there noticed this?

It’s really strange. I looked around the web to find any info or picture but could find any. Will we soon see blue Coke cans? (can you even imagine that!).

UPDATE: The mystery is apparently solved. And I feel a bit, what shall I say, “absent minded”. It the colors of the teams shirts for each particular game! Thanks go to Eddie for pointing this out!

9 comments June 13th, 2006

Adver-Game for Adver-People

AdverGame for Ad people

A financial software solution for advertising agencies, called Maconomy X, is being promoted through an AdverGame.

The game’s called “Catch Time – on Time” and it’s about a challenge that any ad agency executive will recognize: get your people to submit on time.

In this game, as you would expect, the people in the creative department are very reluctant to deliver on-time, and make all sorts of comments.

Now that’s realistic!

Play it here.

Related Posts with Thumbnails

1 comment May 11th, 2006

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