Ahmet Bulbul is clearly turned on by Rotana's new look.
Ahmet Bulbul, CEO & creative director, Brand Clinic, Dubai.
It looks as if Rotana will have something for all the family with the six channels and four years in the making I think the new collection of identities will definitely add value to the channels and reflect the forward-looking intentions of the company.
Rotana TV's ad agency Fortune Promoseven obviously had some fun here as they tried to inject energy and vitality into the 'personalities' of the TV network's new characters, giving each of the six channels their own feel and flavour.
The identities work extremely well as, where they are very simple, they are also vibrant enough to not only attract the attention of the viewer but, over time, will allow viewers to identify each channel with a mere glance at the ad.
The TV campaign really comes into its own with its corporate colour-bars concept for each channel (see images) and the presenters, who feature heavily throughout, appear enthusiastic and young, aiding the feeling of a modern, creative and current format.
The only real caveat I can see is that the soundtrack is perhaps a little lacklustre in places in comparison to the energy being displayed visually. For instance, in one ad for the Moussica Channel it has people literally bouncing around a colour packed screen, which would be incredibly dynamic but - rather ironically for the uninspiring music in the background.
The most visually impressive ad for me was for the Rotana Khaleejiah channel, where some traditional Arabic sand paintings quickly took shape. The beautiful designs will have viewers transfixed to the screen, like happens when tourists congregate to watch similar street artists.
Rotana Cinema's adverts boast by far the most effective use of humour, with various people from throughout society watching old and nostalgic movies, completely engrossed in the escapism of the film to the detriment of what they really should be doing at the time.
Highlights are a woman in the kitchen failing to notice her pot boiling over as she is too involved watching the movie.
A poor customer in a barber shop also has his head completely shaved bald by the barber as the distraction proves too much.
The accompanying print element of the campaign appears to be even more vibrant in the use of colours, which jump out at you from the page. The examples used are also very simple and have a clear and concise message throughout.
Overall, it's very slick and modern and I am convinced it will be very successful as it has such a creative blend of the modern without losing sight of the traditional.
As one of the strongest Arabic entertainment channels in the Gulf, Rotana has stakes in a variety of different media businesses, but is best known for its TV network. Rotana TV decided to launch its new look through an advertising campaign, which hopes to revitalise the six-channel network, modernising while at the same time promoting its Arab cultural heritage. The channels have are being promoted through six separate 'colour bars' in order for the audience to quickly identify between them.
Rotana Moussica strikes a musical chord in red; Rotana Cinema caters to a movie-loving audience in blue, while Rotana Khaleejiah, for the audiovisual arts, is decked in gold. Rotana Clip, which aims for a young audience is a fresh lime colour, with purple depicting Rotana Tarab's classic oldies music and theatre performances. Rotana Zaman captures the bygone days of old Arabic movies in a sepia tone.
© Gulf Marketing Review 2007
