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ABU DHABI City of the Future 2013
Transcript

ABU DHABICity of the Future

2013

Project mission and terms of reference

Introduction

Abu-Dhabi is a city of the Future

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Abu-Dhabi is getting more and more comfortable place for leisure. On a quite compact territory of the emirate and adjacent islands there has been created ultramodern infrastructure, including luxurious hotels and restaurants, ideal beaches, seafronts as well as the unique Ferrari-world, race track Yas Marina Circuit, futuristic aquapark Yas Waterworld, equipped with amusement rides which are one-of-a-kind in the world. All these factors form the image of the country at the world market as a premium destination attractive for all types of audience.

ChallengeThe aim of Abu-Dhabi promotion event in Moscow is the highlighting of strong and expressive brand platform of positioning this destination for sophisticated Russian audience.

Currently the aim of communication and promo-campaign is to involve a new wider audience using the instruments of creative advertising, digital technologies and innovative approaches to positioning. All these steps are taken in order to highlight the announced image of the destination and to position the brand in Moscow on a new advanced level.

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Elaboration of the idea of event organization

Project stages

The main stages of event realization

project stages

1. Elaboration of creative idea of the event2. Architectural design of pavilion3. Decoration and interior decisions of promo zones of the pavilion4. Branding platform5. Visual identity6. Communication strategy

Creative idea forms the basis of conceptual promo event. Further more it is being finalized to be turned into integrated concept , which can be reflected in various adds carriers. Then, the concept of add visual is produced. It reflects the main idea which should be delivered by the brand to the target audience.

Elaboration of creative idea of the event

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We present several concepts of addvertising message to be chosen. After the best variant is confirmed by the brand, we transfer the concept into the final product. A very special moment is the creation of the event script using expressive and innovative means of communication with target audience. We transfer associative image of the brand into the format of interactive games, curious art objects, vivid installations and esthetic video mapping.

Elaboration of architectural construction of the pavillion according to brand image announced at the world market. Stand architecture consists of the following aspects: division of space, shape of the construction and the way of installation, lighting, technical constructions, flooring, ceiling decoration, stand equipment, colour composition, texts.

Architectural design of pavilion

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Well-executed exhibition stand contributes to communicative strategy of the brand. Therefore, while planning it, it is recommended to consider technical infrastructure, expected number of visitors, location, methods of recognizability, accessibility and position regarding the neighbours.  

02 Architectural design of pavilion

Elaboration of interior solutions for inner space of the pavilion, conceptual zoning in accordance with the key direction:gastronomy, folk costume and dance, modern art, art objects and installations, business and innovations, architecture and design etc.

Interior design03

Creative positioning of the brand is the main idea which will form the basis of all its communications with the target audience. This is an image and qualitative characteristics which will help to differentiate the brand from its competitors and will facilitate its loyalty from the part of the concerned parties.

Branding platform04

StrategyBefore turning to the visual component of a brand, we study the specifics of the client's business, market, target audience, its needs and interests, analyzing world trends, define channels and ways of promoting, forming a communication plan. At this stage the idea laying in the foundation for the project is forming.

The strategy block includes:

1. Market research and competitive strategy analysis2. Target audience research3. Determination of the deepest audience insight for strategic target audience4. Elaboration of positioning strategy and brand-platform5. Elaboration of brand mission and brand values6. Slogan development

Branding platform04

Visual identification systems are replacing traditional corporate identity and logos. At this stage we are laying the key principles that define the brand identity, form a well-recognizable and memorable image. The Visual identity block includes elaboration of the general graphic idea of the brand based on positioning strategy.

Visual identity  05

Communication strategy

There are hundreds of ways to convey information to the audience: films, websites, social apps, art installations, sales promotion, BTL. Our concern is to choose the most effective of them to convey the idea and to do it impressively. People must not only understand you but love what you offer and be willing to share it with others.

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Elaboration of communication strategy and pr&advertising campaignThe communication block includes:

1. Development  of creative concept of the project2. Development of visual images of the project3. Production of advertising carriers and launch of advertising campaign in the city.

Communication strategy06

In order to drive vast Abu Dhabi destination awareness and “Travelers welcome” slogan recognition as well as announcing our Mega Event in Moscow we suggest to conduct consumer advertising campaign which includes the following tools: Branded Billboard advertising: 6мх3м, and Citylight 1,2мх1,8 м.

Outdoor Press & Magazines

Placement of visuals in strategic press (media planning)

Digital & SMM

Announcement about the mega event at selected consumer focused travel portals, special groups in social networks, branded banner advertising.

Locations

Recommended venues

Creative promo event at the best-known venues in Moscow

Locations

Recommended venues:

- Gorky Park- Muzeon Park (the park adjacent to Central House of Artist)- The Red Square- The Red October area

Gorky Park Gorky Park is the central park of Moscow with around 20 000 visitors per day. From 2011 Gorky Park totally changed their approach of arranging public activities and brought new standards of service to its visitors due to which they gain reputation one of the major place for public events. Today this is the place for the audience which focused on new European life standards.

Muzeon Park Museon Park of arts is a unique museum under the open sky having a collection of not less than 700 sculptures. After a total rebrending it is equipped with a cinema-hall, musical stage, playground for children’s classes, several concept restaurants, it has various temporary exhibitions and special art events. So the park is turned into a creative workshop and is the place for the wide audience which focused on modern life-style.

Red Square Red Square is a large open main square in the center of Moscow, the real heart of the city.  It is located in front of the Kremlin's western wall. The square is fenced in the State Historical Museum building, the GUM building, and St. Basil Cathedral. For many centuries Red Square has served as the place for important historical events and a  vast meeting place for the people.

Red October Within a short time Red October became a new mega-popular place for cultural and creative Moscow. The main part of gastronomical restaurants, clubs, architectural and design bureaus, art galleries and exhibition halls. Today it is not only art community but a territory with a new concept of city life. It is also a fast-moving development project.

Event activities& creative formats

Our vision of main activities

A vast and bright installation is constructed of plates filled by multicolored arabian spices. The colour, the flavour and the authenticity make the installation a real oriental attraction.

Sand from spices installation

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Oriental gastronomical culture is demonstrated withing the format of conceptual setting the tables, through gastronomical installation (logo-shaped food installations etc), drink, theatrical gastronomic performance.

Gastronomy02

Video mapping is a projection technology used to turn objects, often irregularly shaped, into a display surface for video projection. These objects may be complex industrial landscapes, such as buildings. By using specialized software, a two or three dimensional object is spatially mapped on the virtual program which mimics the real environment it is to be projected on.

3D video mapping & Interactive 

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Interactive dance installation with augmented reality technology for contemporary dance performance. An interactive video installation dealing with body politics where the viewer's motion and position in the space affects sound video and narrative and creates an interactive choreography.

Interactive dance choreography

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Modern interpretations of traditional cultural background of Abu Dhabi through art, design objects and digital technologies.

Art installations04

Interactive art installations are generally computer-based and frequently rely on sensors, which gauge things such as temperature, motion, proximity etc. Unlike traditional art forms wherein the interaction of the spectator is merely a mental event, interactivity allows for various types of navigation, assembly, and/or contribution to an artwork, which goes far beyond purely psychological activity

Interactive art installations05

About us

SmartHeart agency

Beauty is a combination of Smart & Heart

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So, this is our name: SmartHeart. We’re an independent agency that creates integrated projects in the field of branding, design and adverting. We create a product based on rational and emotional approaches: the harmonious combination of logic (smart) and emotions (heart).

Contact us:

Eurasian Media Group+7 (495) 720 6608zarubejom.com

SmartHeart® Agency+7 (495) 795 8243smart-heart.ru

The Future is here.

Anna AntonovaEvent Manager+7 (926) 344 38 11

Irina TishinaAccount Manager+7 (917) 507 70 01

2013


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