Challenge:

Aspire Zone, an international sports destination in Doha, approached us with a need to create a rebranding campaign. Although brand awareness was high in Qatar, they needed to start creating an identity that would put them on the global map.

Idea:

We delved deep into the brand, scouting locations, attending events, and interviewing athletes and guests to identify the core of the Aspire ethos. 

Our findings led us to the insight that Aspire was a place of excellence. Once you stepped foot in the Aspire Zone, your intensity level rose and you were 'in the zone'.

Result:

We used the brand equity of 'The  Zone' to create a multi-level campaign for people to, "Get In the Zone." By being 'in the zone' meant that the person was in a heightened mental state of aspiration, focus and energy. We wanted to take all of these feelings and connect it with the brand. This made Aspire Zone more than just a sports destination, but a place where people can be better, run faster and achieve their goals.

Our campaign connected with all sorts of touchpoints including, ATL and BTL. Our print ads featured our new slogan prominently, revealing the new brand identity. The radio described what it felt like to be 'In the Zone.'