Viola2017

NEWS


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TABLE
OF CONTENTS
CEO’S MESSAGE 4 EXPERIENCE ADVANTAGE 6 OUR WORK 18


NEW VIOLANS 34 YEAR OF GIVING 40
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CEO’S MESSAGE
IT IS TIME TO ADAPT, EVOLVE, INNOVATE AND INTEGRATE
Ammar Sharaf E
CEO/Board Member
xpertise and authenticity are what it takes today. As a 360 degree marketing and communications agency in one of
the most diverse and adaptive economies, we are blessed to have the daily opportunity to push boundaries and the luxury to operate on passion and craft to do what we do best.
As a local, homegrown agency with over 15 years’ worth of unmatched local insight; we are proud to be one of the most sought- after companies in the UAE. With a team of highly talented individuals who leverage their unique personal and professional knowledge of the UAE market to build clearly de ned strategies and deliver them to completion with are and dedication through exible
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and innovative communication vehicles; Viola Communications turned into one of the best assets a brand could rely on to survive a constantly expanding, cosmopolitan environment.
One of our thriving business units and the pride and joy of our Viola family is Viola Events. The distinguished
communication arm proved itself in the local market by excelling in the delivery of memorable experiences and quickly becoming one of the market leaders in this demanding industry. Viola Events encompasses a team of professionals from all over the world, united by a passion for bringing ideas to life by combining the latest in innovative techniques, paying attention to detail in addition to understanding the clients’ requirements and the UAE culture.
In this issue of the Vibe, we will take you for a tour into the world of Viola Events; starting from the process of paper
conceptualization to real life transformation. Enjoy!
Yours sincerely
Ammar Sharaf
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EXPERIENCE ADVANTAGE
The ability to get your voice heard above the others is what drives the essence of Viola Communications.
Viola Communications is a fully edged 360 degree marketing and communications solutions company in Abu Dhabi. From the start, the Viola family has been functioning as a collective cohesive unit focusing on improving our expertise and working towards achieving our goals and our clients’ goals. 15 years later, we gained a competitive advantage in the market as a result of our focused methodologies, clearly de ned strategies and innovative communication vehicles. Viola Communications became one of the best assets that a brand can rely on, especially through our team’s unique in-depth knowledge of the UAE market.
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We consistently set the bar higher and push our standards of thinking to new innovative heights and continue to thrive, by bringing together some of the best talents in the eld of marketing and
communications. We function through seven business units: Viola Advertising, Viola Producers, Viola Events, Viola Outdoor, Viola Public Relations, Viola Interactive and Viola Planning Consultancy. Each communication arm brings in the latest techniques and forward thinking strategies in their work and when all efforts are combined as one, they deliver some of the best campaigns in Abu Dhabi.
In this quarter, we will showcase how Viola Events grasps the requirements of their clients and delivers turnkey projects with impeccable results that supports Viola’s journey to success.
“ Amidst the different concepts and experiential zones, our Events team makes sure to live and breathe the values of clients before starting their projects, to provide them with a creative solution that exceeds their expectations. We always aim on going above and beyond the standards that our clients set for us.” – Michail Panagiotakis, Head of Viola Events.
D riven by sharp passion, commitment and dedication, Viola Events excelled in the industry and became one of the leaders in their eld. Bringing basic ideas to life, they created exceptional events for multiple clients, such
as; Al Qudra Real Estate, Wahat Al Zaweya, Meraas, Anti-bullying campaign for The Supreme Council for Motherhood and Childhood, Union National Bank, Al Ain Zoo and many more. “Our in-house production facilities enable us to deliver unforgettable experiences to our clients with great success”- Michail Panagiotakis, head of Viola Events.


HERE’S A GLIMPSE OF VIOLA EVENTS’ CREATIVE PROJECTS
WAHAT
AL ZAWEYA
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Viola Events designed and produced a successful traditional stand for Wahat Al Zaweya’s participation at Cityscape Abu Dhabi for the second time, two years in a row. The objective of Wahat Al Zaweya’s participation was to showcase the prime real estate development and other projects, while highlighting the highest standards of values and client care for all Emiratis. The design concept was inspired by the traditional Arabic household. From afar, the wind towers took the guests on a journey to the past, while also symbolizing one of the greatest innovations in
architecture, which is still being used today. In addition, Viola Events added certain elements to make the stand’s look and feel more traditional like the psychedelic masharabiya embellishment on the walls and lightbox, Majlis seating in some areas, palm trees and different natural elements to add life and break the neutral sand-colored design.
The overall outcome was impeccable and the client was very pleased.


ANTI-BULLYING CAMPAIGN FOR THE SUPREME COUNCIL FOR MOTHERHOOD AND CHILDHOOD
Viola Events organized the Anti-Bullying Campaign Awards Ceremony in Umm al Emarat Park, in order to raise awareness and prevent bullying in schools, as well as show the participating schools’ appreciation towards their efforts in translating the campaign into positive actions and awarding them for it. The event scope of work included the stage and backdrop production, registration counter, furniture and event space layout, AV solutions, including projection on the backdrop and oor, and event show calling.
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The event theme and layout re ected the message strongly, as the stage was completely white with clear cuts and
was re ective of the purity and innocence of children, and the importance of teaching children to remain kind and helpful when dealing with others. The hopscotch game was projected in bright colors on the oor in different areas of the ballroom for fun.
verall, the client felt that the outcome was the best representation of the event and thanked Viola Events for the
projections of images that relay the anti-
bullying messages re ected on the walls
of the event hall. The projections included drawings that represented bullying and its O effects on children, and mirrored the emotions
tied to being bullied. The entire event layout was very simple and straight to the point. The choice of the white color for the stage and backdrop, as well as the transparent chairs
continued support and exibility with many last-minute changes and requests.


AL QUDRA REAL ESTATE
Viola Events designed and produced
a successful stand for Al Qudra’s participation at Cityscape Abu
Dhabi. The best way to showcase the
prime real estate development and
projects was to highlight the highest standards of values and client care for
all Emiratis. To truly make it unique,
Viola Events went with a modern and
classy design to re ect the essence
of the brand. They added a touch of
red and white with transparent glass
walls. As for the depth, they chose T 3-dimensional straight and intersecting
lines as elements re ected all over the
stand.
re ects the vision of the company; to be the partner- of-choice in creating distinctive places to live, work and shop, and to achieve a high quality lifestyle responsive to the changing needs and preferences of the market Viola Events serves.
he miniature 3D models recreate the upcoming development that Al Qudra Real Estate offers to its different markets in the region, which
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UNB
Viola Events organized an event that truly stood out for the Union National Bank Salam St. branch, for receiving four stars for their services from the Global Star Rating Program. The event was graced by His Highness Sheikh Nahyan bin Mubarak Al Nahyan who opened the ceremony.
At the pre-function area, the event was designed with glass branding and cocktail tables for networking along with a blue carpet for an elegant touch. As for the main area, Viola Events put a lot of thought into it and came out with a brilliant idea, which made the ceremony more elegant and memorable. A 3D gold painted star with a customized podium was placed at the center of the event area and a red reveal curtain to hide the award to create suspense. As for the ambiance, the lighting, sound and ower arrangements did all the talking. To add the cherry on top, the 4kg cake stood tall with the bank’s golden award printed on it.


MERAAS
Viola Events developed an experiential event from creative conceptualization, to production and execution at The Outlet Village. The objective was to create a remarkable experience for all attendees, which aligns with Meraas’s vision to achieve local and international recognition for one of the most upcoming trending malls in the region.
The event theme took the audience on a journey Under the Tuscan Sun where three main outdoor installations marked the beginning of the Tuscan experience. Visitors were immersed into elds of sun owers scattered across the mall. Flowers were displayed in unique ways; from ceiling installations, photo opportunity elds and wooden pots to trollies, bikes and arches. Vitrine displays housed layers of branding, giving off a 3D visual impression. Creating such an impression attracted more people to visit the mall and enjoy their time to the maximum.
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The chosen activations targeted kids by engaging them directly with the brand through a variety of workshops:
Sun ower planting, balloon bending, arts & crafts, face painting, bowling, foosball tables & mini golf sets, which was both exciting and rewarding. The entertainment stage hosted the running of several shows that also roamed around the mall attracting visitors to the stage. Entertainment included Charlie & the Chocolate Factory, storytelling, bubbles and puppet shows to name a few.
The client was thrilled with the outcome and highlighted the fact that Viola Events’ creative concept
and quality of production is one of the best that they ever had so far.


AL AIN ZOO
Viola Events is proud to announce one of its recent achievements, winning the pitch for Al Ain Zoo; a project that consists of several events and activations to date until end of year. They already started with the unique concept of “The Zoogantic Picnic” with a diverse range of entertainment held over 7 days during Eid Al Fitr and after.
Picnics are simple, fun, family-oriented and exciting! The idea was to be different and stand out so guests enjoy the fantastic animal
viewing, feeding, etc., in an exciting setting along with supporting activations and decorations that will rejoice the experience. This automatically creates word of mouth, increases tra c and target audience loyalty; making Al Ain Zoo a must-visit entertainment destination in the UAE. To increase sales through the different engaging activations happening during the day, the Zoogantic Picnic activations included fun fair games and rides suitable for different cultures and age groups, providing a unique experience for all attendees and guaranteeing fun for everyone!
All event activations took place at the Conservation Garden, where the existing stage is currently placed, enabling high visibility & importance to the key role Al Ain Zoo plays in the wildlife preservation.
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ON A FINAL NOTE
The passion and energy that Viola Events have put into their projects resulted in being nominated for The
Middle East Event Awards 2017 for two outstanding achievements for ADSIC GITEX 2017, and the Moroccan Art Exhibition done for the Ministry of Presidential Affairs.
Michail Panagiotakis, Head of Viola Events, expresses his gratitude and pride in his team for their professionalism and e cient synergy. He concluded by saying “What we
always aim for our clients is to STAY DIFFERENT, STAND OUT and SHOOT HIGHER. That is what we strive for and will always do with pleasure, positive spirit and passion.”
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OUR WORK


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AL AIN
AL AIN FARMS FOR LIVESTOCK PRODUCTION
An integrated Ramadan campaign was launched for Al Ain Farms for Livestock Production (AFLP), to promote the Laban product range and raise top of mind awareness during the holy month. The campaign was conceptualized by Viola Advertising. It revolved around a 3D animation TV Commercial, created by Viola Producers, conveying in a storytelling manner the association of the AFLP product with “Farhet Ramadan”, which means the joy of Ramadan. The campaign rolled out on the rst day of Ramadan with TV and radio sponsorships including commercials and a bellyband emsakiyah in Al Ittihad newspaper.
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Viola Outdoor also managed AFLP’s OOH advertising through lampposts and bridge banners in key locations in Abu Dhabi. To reach our target further, the campaign was also implemented on social media with the support of Viola Interactive.
The overall campaign resulted in high exposure by bringing everyone together during the holy month of
Ramadan over a delicious cup of Laban!


YAS WATERWORLD
6024 AD WEEK.pdf 1 5/22/17 3:17 PM
YAS
Viola Advertising developed a tactical campaign for Yas Waterworld to promote the waterpark’s Ramadan offer to Abu Dhabi residents. For the holy month of Ramadan, Viola Advertising came up with a promotional campaign highlighting the attractive Ramadan promotion in an impactful way. The campaign was built around the concept of “Fun Never Ends This Ramadan” and was launched through out-of-home (OOH) advertising with the support of Viola Outdoor, online, radio, print and on social media.
The campaign was a success and it resulted in high exposure that led to increasing footfall to Yas Waterworld.
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DATE
CROWN
This past Ramadan, Viola Interactive and Viola Producers joined forces on a project for Date Crown, and together they released 30 videos, each tackling one of the different benefits of dates, for every day during the
holy month. The videos were run predominantly on Date Crown’s social media pages, while Viola Producers extended the concept to TV and Radio.
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AL HILAL BANK
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Viola’s various business units developed an integrated communications campaign to maximize exposure for Al Hilal Bank Star program. The Bank’s objective was to expand its customer base by encouraging the audience to bank with them in order to get the chance to win up to AED 4 million and a brand new Nissan Patrol.
Prizes and winning opportunities are on the way to you
Win up to 4* MILLION AED and monthly Nissan Patrol cars*
Be Al Hilal's Star. Transfer your salary to Al Hilal Bank, open a savings account, or increase your balance, and get a chance to win up to 4 million Dirhams, in addition to raffle draws which will give away a brand new Nissan Patrol car every month.
Due to the integrated efforts and involving multiple resources from the Viola Communications umbrella;
Viola Public Relations, Viola Outdoor, Viola Interactive and Viola Producers; maximum exposure was attained and the campaign was a success.


ADSIC
Abu Dhabi Systems & Information Centre assigned Viola Public Relaions to run a competition on all of ADSIC’s social media platforms during the holy month of Ramadan. The idea of the competition consisted of asking one question every day and 20 ra e draw winners from different nationalities were announced by the end of the month.
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REED
EXHIBITIONS
JWS 2017 – INTERNATIONAL JEWELRY & WATCH SHOW ABU DHABI 2017
Reed Exhibitions assigned Viola Public Relations to run their social media platforms and PR during the International
Jewelry & Watch Show Abu Dhabi 2017, one
of the most high pro le community events in
Abu Dhabi. The event was held in ADNEC –
Abu Dhabi National Exhibition Centre under
the patronage of H.E. Sheikh Nahyan bin Mubarak Al Nahyan, UAE Minister of Culture
and Knowledge Development. Over the years,
the exhibition has established itself as an exceptional platform that features the latest A jewelry creations for luxury and elegance a cionados. It brought together the world’s
leading jewelers and the young emerging talents from around the world, to showcase their eloquent and unique masterpieces at exceptional prices. The event included a ra e draw, music and a live Oud show.
total of 1,149 posts have been produced and published. The Exhibition fan growth increased to 15,942 and
managed to achieve an engagement rate of 90,080.


Viola producers have been lming a series of extremely critical training/ re safety/remote inspection lms, shooting all of the key re safety and commissioning the lms on iconic locations, the Louvre, Mafraq Hospital, and Maryah Central (Bloomingdales and Macy’s) in conjunction with TDIC, ASO Louvre, Gulf Related and Abu Dhabi Civil Defense.
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BURGER KING TWIN TURBO CAMPAIGN
Viola Outdoor launched a massive spotlight campaign through viola.spotlight for Burger King, promoting their new Twin Turbo offer that was spread all over Abu Dhabi through 100 lampposts. This campaign ran for a month and generated a Daily Effective Circulation (DEC) of 355,187.
The results were measurable, and Burger King saw the Return on Investment (ROI) with the vast exposure and increase in sales that they got through Viola Outdoor.


DU ENTERPRISES
In June, Viola Outdoor worked with du Enterprises to expand the brand’s market share within Abu Dhabi.
Focusing on brand awareness and
targeting Abu Dhabi’s population as
a whole, they decided to address this challenge via leveraging viola.skylight
bridge banners and viola.spotlight
lamppost circuits. With their presence
in prime locations, the strategically allocated bridge banners on Salam St.,
Khaleej Al Arabi St. and the Abu Dhabi/
Dubai Highway, delivered an excellent
ROI for brand awareness and exposure, A targeting heavy tra c into and out of
the capital.
dding tactical bursts with lamppost circuits, du’s messaging and brand awareness ampli ed with higher reach and maximum exposure.
Part of the winning formula is the use of prime locations and attractive state-of-the art displays, but nonetheless, it is Viola Outdoor’s updated monitoring initiative that delivered guaranteed viewership gures.
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CAREEM TAXI
Viola Outdoor had the pleasure to work with Careem Taxi on launching their return to the Abu Dhabi market. The campaign was exposed through viola.spotlight lamppost circuits and viola.skylight bridge banners for a month. The Daily Effective Circulation (DEC)
reached a staggering number of 478,253. The planning team provided vast exposure to Careem Taxi’s target audience and successfully promoted their 24-hour ride-hailing service using one clear message “Anytime,anywhere.”
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HP PRINTERS
HP printers worked with Viola Outdoor to promote their secure printers, as today, online security is an essential factor in
our daily work life. The campaign was exposed through viola.spotlight lamppost circuits in Abu Dhabi for a month, which gained considerable attention and delivered high brand awareness with a Daily Effective Circulation (DEC) of 272,181.


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NEW VIOLANS


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Andrew Stefanos Events Account Executive
Andrew joined Viola Events as an Events Account Executive with a Bachelor’s degree in Business Management from the Bedfordshire University, London, UK. His scope of work consists of being responsible of planning product distribution and nancial transactions, dealing with customers, and handling all the administration and organizational tasks.
Deema Kabrawi PR Account Executive
Deema joined Viola Public Relations as an Account Executive with a Bachelor’s
degree in Mass Communication from the American University of Sharjah. She promotes clients to their intended audience through PR, spreads messages creatively to the mass, and takes part in writing, presenting and networking.
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Fatima Alkhatib Marketing Executive
Fatima AlKhatib joined Viola Communications as a Marketing Executive with a Bachelor’s Degree
in Design Management and a minor in Management at the American University of Sharjah (AUS). Her scope of work includes working closely with all Viola’s business units, conducting market research on demand and competition, and handling Viola’s social media platforms.
Haneen Aweidah PR Account Manager
With almost 7 years of multinational public relations agency experience,
Haneen Aweidah joined Viola as a PR Account Manager. She attained a Bachelor’s Degree in Sociology and Social Anthropology/Marketing from Dalhousie University in Canada. Her key areas of dedication were managing Government, Semi-Government and nonpro t organizations.


Mahmoud Saad Front End Developer
Mahmoud Saad joined Viola Interactive as a Front End Developer with a Bachelor’s
Degree in Agricultural - Plant Protection Department. His scope of work consists of designing websites using HTML - CSS - Javas Script - PHP - My SQL and CMS, as well as being a social media specialist.
Mer-ben Sayo Tiu (preferably Benz Tiu) Senior Events Account Executive
Benz Tiu is our new Senior Events Account Executive at Viola Events. He obtained a Master’s degree
in Marketing Communications from De La Salle-Manila. He delivers and presents concepts in detailed proposals for events, sets timelines, scouts for suitable venues, executes proposals by implementing detailed schedules of onsite activities, and liaises between clients, designs and operations for events and exhibition projects.
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Sagar Pradhan Director of Photography- Camerman
With more than 15 years of experience working on feature lms, HSE,
induction lms, info-commercials, TV commercials, documentaries, corporate documentaries, music videos and major event lming, Sagar Pradhan has joined Viola Producers as a Director of Photography and as a Cameraman.
Tala Saifi
Senior Account Executive
Tala joined Viola Events as a Senior Account Executive with a Bachelor’s degree in Applied
Human Sciences with a Marketing Elective group in addition to obtaining certi cates in content marketing, graphic design & 3Ds Max. She has a solid background in understanding client objectives and transforming them into creative experiences.


YEAR OF GIVING
On the occasion of the blessed month of Ramadan, Viola Communications organized an activity for our fellow
colleagues in the labor camp at Viola Outdoor. This year is also the year of giving, as declared by His Highness Sheikh Khalifa bin
Zayed Al Nahyan, which inspires the values of hospitality and generosity that lie at the heart of our identities. Violans arranged packages for over 100 workers and the teams contributed in distributing them.
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