Seems like the telecom operators in Jordan are pulling the big guns, after the massive rebranding campaigns that overloaded the media with advertisements, both operators eyed a new medium, high buildings!
Perhaps some of you have noticed Orange’s logo over few buildings in Amman last summer; such as La Royal, Holiday Inn and Carrefour, it was impressive and certainly left a deep impact on the target audience. The idea was based on running a projector at night that shows various shots of Orange’s logo and greeting messages on these buildings.
This idea works only at night, and during summer the city falls into darkness around 8 pm, which leaves this idea valid for few hours only, as we all know Amman sleeps a little bit early.
Zain decided to brand the highest building in Amman, the Jordan Gate Tower. The idea is impressive as well; you can see Zain’s logo from a distance on one of the twin towers. More importantly is that this idea works all day long, ok maybe at night it’s not viewable but the daylight is more important, since it’s longer and more vibrant.
The material used in this idea is “see-through” I guess, which makes the sign look a little faded, but using a solid material will put the sign in a weak position against the wind.
Both ideas are great, each has a certain points of strength and weakness, personally I liked Orange’s on La Royal, anyway it’s an interesting new way of advertising.
I noticed large bilingual numbers on few buildings and houses in Amman, is it going to replace the old numbering system?
We really need a proper numbering system for buildings in Jordan; the current system consists of a small plate that contains the number in both Arabic and English. Few of us are using it; personally I used it only for food delivery as they ask for it.
Currently buildings are not ordered probably; for example the building number 5 could come in-between of building number 19 and 11. I guess even if we had really big numbers still they are not ordered and you will find yourself wandering around to find an address.
I was reviewing the new billboards by Bank of Jordan, they are certainly eye-catchy but why do we tend to exaggerate things, can’t ideas be more simple? The advertising agency behind it is Team Y&R Amman. Implementation was good in general, expect for the one on airport road, the poor fellow fill of the board.
From branding prospective, the brand itself is the last thing you are exposed to, I mean it is relatively small, since this was a purely branding campaign they should of pushed more for the logo.
And speaking of the logo, I noticed something I don’t know if it is wrong or part of the brand identity, there is a missing letter “hamzah” in the word Al2ordon, officially it should be written with “hamzah”, even if you visit their website you don’t find consistency, at the same page you find it written with and without hamzah, a large-scale bank like BOJ should be more careful for small details.
Yesterday I came across this billboard and some mupis as part of Jordan Telecom’s re-branding campaign to Orange; I guess this might give the telecom group a fresh start, but I guess they will have to deal with being liaised with Israel, as many Jordanians believe that Orange is an Israeli brand while it is French.
What I didn’t understand is why JT group started to push for France Telecom’s logo, the “&”, couple of months ago if they are planning to re-brand the whole group to Orange, I guess it will remain as the corporate logo.
Creative Agency: Euro RSCG, Kuala Lumpur
Creative Director: Case Deenadayalan
Art Director: Choo Chee Wee
Copywriter: Joel Lim
These billboards has been constructed from GE Lexan EXL semi-transparent resin, it accurately blurs the scene behind it. Amazing!
Instructor: Carlos Vasquez
Art director: Annie Williams
Copywriter: Ian Hart
Miami Ad School, Miami Beach, USA
