60 Degrees took part in a 3-way commercial tender for the Salam Stores marketing communication business against other leading agencies in Qatar. The task was to create a new marketing campaign that would communicate the ‘Salam Experience’, help elevate Salam Stores from its current positioning that and open the doors to a new generation, while cementing the loyalty of the core audience. Furthermore, they were various awareness tasks to be conducted given Salam would be opening new stores throughout Qatar and launching a new children’s brand.
Instead of simply coming up with a marketing campaign, or even a yearly communication plan, we created a big brand idea which connected Salam to its roots and from which stemmed an entirely new positioning for Salam as ‘The Home of Inspiration since 1952’. This idea won the pitch and created a whole new world for Salam Stores delivered through a communication platform, 360 communication for current and potential audiences and a huge variety of initiatives to drive new business, both in its original store and its new Mall of Qatar and Doha Festival City locations – and at the same time respected its roots and its history. Furthermore, we also seamlessly embedded its children’s designer clothing brand, Kido into the overall picture.