Role
Market
- United Arab Emirates
Redefining Al Forsan’s Brand Identity to Connect with a New Audience.
Campaign Summary
Crowd partnered with BOND, a global brand consultancy, to act as the media agency for Al Forsan’s pre-summer campaign. The initiative was designed to launch Al Forsan’s new brand identity, a complete creative overhaul aimed at repositioning the destination to a wider, more inclusive audience.
The Challenge
Since its establishment in 2010, Al Forsan had a reputation as an exclusive sports and leisure complex, a perception that hindered its ability to connect with a broader, more diverse audience. The challenge was to redefine the brand’s identity and launch a campaign that would shed this outdated image and resonate with a new generation of visitors.
01
The Solution
Amplifying Brand Positioning
The campaign was built on the new brand philosophy, “Feel the Pulse of Life,” and a creative concept titled “The Right Place for Fun.” This was brought to life through a multi-channel media strategy designed to reach the target audience in a dynamic and engaging way, leveraging Crowd’s expertise in performance marketing and media planning to maximise regional visibility and audience engagement.
02
The Solution
Strategic Collaboration
This project was a prime example of a successful partnership between a creative and a media agency. BOND led the brand overhaul, providing a strong narrative and visual identity, while Crowd expertly managed the media activation. By working in tandem, the two agencies ensured a cohesive and impactful message across all channels, from brand definition to audience engagement, supported by Crowd’s dedicated team of digital marketing experts in Dubai.
03
The Solution
Multi-Channel Activation
To maximise reach and impact, the media campaign was deployed across a diverse mix of platforms. This included:
Social: A comprehensive strategy across Meta, TikTok, and YouTube leveraged video content to showcase Al Forsan’s energy and humour, these platforms delivered both efficiency and scale with a narrowed Audience Targeting.
Gaming: Supporting the narrative of “The Right Place for Fun,” the gaming ecosystem was a natural fit. A stacked gaming approach combined Twitch, tapping into influential streamers, with In-App Gaming advertising and programmatic partners, leveraging a wider network of potential audiences through strategic paid media advertising and advanced media buying.
Audio: The region’s leading digital audio platform Anghami brought Al Frosan’s communication to life among an audience with a sporty and adventurous personality. We branded the top playlist of the month for higher brand recall through strategic content creation and audio asset deployment. Radio presence and a live competition on Virgin FM captured listeners’ attention and further drove audience engagement, while supporting brand PR through interviews with Al Frosan’s leadership team.
OOH: Our approach centred on strategic proximity and high impact. We used OOH on key arterial roads leading directly to Al Forsan, capitalising on a ‘last-mile’ conversion strategy. This was complemented by high-visibility DOOH spots along the premium Abu Dhabi Corniche, ensuring unmissable brand presence among the target resident audience.
The Impact
The campaign delivered outstanding results, proving its effectiveness in shifting brand perception and exceeding performance targets.
Awareness lift on Meta among new / existing audience
Campaign reach delivered
Average VTR across media platforms
Video views delivered
LTR on Anghami
Client Testimonial
“This project gave us the perfect opportunity to take a brand identity all the way from strategy and design through to how it lives and breathes in the world. It’s one thing to define a brand in theory, but far more powerful to see it come to life across every channel, every message, every moment of interaction.”
Anthony Miles
Deputy CEO
BOND
FAQs
-
What services did Crowd provide for Al Forsan?
Crowd delivered a comprehensive media strategy encompassing media planning and buying, paid advertising, and programmatic gaming integration. This included audio advertising across Anghami and Virgin FM, alongside Out-of-Home (OOH) media placement and detailed reporting and analytics.
-
How did Crowd help launch Al Forsan's new brand identity?
Partnering with BOND brand consultancy, Crowd executed a highly targeted, multi-channel media activation that delivered a campaign reach of over 9 million and shifted Al Forsan’s perception from an exclusive sports complex to an inclusive, fun-focused leisure destination.
-
Does Crowd manage multi-channel media buying in the UAE?
Yes. Crowd’s media buying experts in Dubai manage integrated campaigns across social media (Meta, TikTok, YouTube), digital audio, Twitch, programmatic advertising, and DOOH (Digital Out-of-Home) platforms that maximise audience reach and engagement.
-
What were the results of the Al Forsan "Right Place for Fun" campaign?
The campaign generated 10.4 million video views, achieved a 9% brand awareness lift on Meta, secured a 92% Listen-Through Rate (LTR) on Anghami, and drove a 50%+ average view-through rate (VTR) across all media platforms.
-
Can Crowd collaborate with other agencies on brand launches?
Absolutely. As demonstrated by its successful partnership with BOND for Al Forsan, Crowd frequently collaborates with creative, PR, and brand consultancies to execute seamless media, digital, and performance marketing activations.