Qtel and Siegel+Gale: ‘Fueling The Senses’ of Qatari Consumers

December 22, 2009

Dubai - United Arab Emirates (21 December, 2009) - Siegel+Gale, the global strategic branding consultancy (Omnicom Group) has been working closely over the past several months with Qtel Qatar on developing the company’s new brand promise and refreshed look and feel that was revealed on December 6th.

The “Fuel Your Senses” brand theme was launched across the country after an intensive unbranded “teaser” phase over the recent Eid holiday that captured people’s imaginations and sense of curiosity.

Speaking for Siegel+Gale Middle East, Managing Director Tarek Sultanicommented: “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.


About Siegel+Gale

Siegel+Gale is one of the world’s premier strategic branding companies. Since Alan Siegel founded it in 1969, the firm has applied the art and science of simplicity to create branding programs that have helped many of the world’s best known organizations excel. Driven by its philosophy of Simple is Smart, Siegel+Gale has led the way in bringing innovation to the corporate branding field, including transforming complex, incomprehensible customer communications into clear language; helping clients create distinctive brand voices across all their communications; transporting brands onto the Internet; and aligning the brand experience for customers with the brand promise.

Siegel+Gale has full-service offices in New York, Los Angeles, London, and Dubai and strategic partnerships around the world. It is part of the Omnicom Group Inc., (NYSE-OMC) (www.omnicomgroup.com), a leading global marketing and corporate communications company.

For more information please contact Natalia Weston at +971 4 425 8600 or nweston@siegelgale.com.

About Qtel
Qatar Telecom (Qtel) is the telecommunications service provider licensed by the Supreme Council of Information and Communication Technology (ictQATAR) to provide both fixed and mobile telecommunications services in the state of Qatar. Qtel has a presence in 17 countries and is committed to expansion both in the MENA region and South East Asia. The company’s vision is to be among the top 20 telecommunications companies in the world by 2020.

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