Ad­noc launches first na­tional cor­po­rate brand­ing cam­paign in its 48-year his­tory

The National - News - - FRONT PAGE - MUSTAFA ALRAWI

The Abu Dhabi Na­tional Oil Com­pany has launched the first cor­po­rate brand cam­paign in its 48-year his­tory.

A 95-sec­ond video com­mer­cial – di­rected by City of Life’s

Ali F Mostafa – to go out on TV, in cin­e­mas and on so­cial and dig­i­tal plat­forms fea­tures the coun­try’s most suc­cess­ful young Emi­ratis in ar­eas such as aviation, science, ex­plo­ration, space, the arts and sports.

They in­clude moun­taineer

Sheikh Theyab Al Nahyan, spe­cial Olympian Chaica Al Qas­simi, A380 pilot Aisha Al Mansouri, science prodigy Alia Al Man­soori, camel breeder Fa­tima Al Hameli, artist Mat­tar Bin La­hej and Khal­fan Bel­houl, chief ex­ec­u­tive of the Dubai Fu­ture Foun­da­tion.

With the tagline “En­ergy for Life”, Ad­noc’s Ara­bic and English na­tional me­dia cam­paign is the lat­est phase in its trans­for­ma­tion un­der chief ex­ec­u­tive and Min­is­ter of State Dr Sul­tan Al Jaber since he took on the role in early 2016. Dr Al Jaber has overseen the com­pany’s shift into a more com­mer­cially driven and in­no­va­tive or­gan­i­sa­tion.

As a re­sult it has been adopt­ing more cre­ative strate­gies and more flex­i­ble and ag­ile busi­ness mod­els to en­sure growth. In Oc­to­ber 2017, for ex­am­ple, al­most all of its sub­sidiary com­pa­nies were uni­fied un­der the Ad­noc brand.

The com­mer­cial’s voiceover – in English provided by Mostafa – cel­e­brates the ad­vances made by the UAE in eco­nomic di­ver­si­fi­ca­tion, for­eign pol­icy, di­ver­sity and in­clu­sion. “We’re ac­cel­er­at­ing progress, real­is­ing po­ten­tial and re­main­ing in­flu­en­tial,” it says. “But we’re only just be­gin­ning be­cause to­mor­row brings a new day and a new chal­lenge. For this is the United Arab Emi­rates. And, we are Ad­noc. To­gether, we bring en­ergy to life.” Writ­ing ex­clu­sively in The

Na­tional, Sheikh Ab­dul­lah bin

Zayed, Min­is­ter of For­eign Af­fairs and In­ter­na­tional Co-op­er­a­tion, said Ad­noc’s “En­ergy for Life” cam­paign was a demon­stra­tion of the com­pany’s “crit­i­cal role in en­abling the UAE’s eco­nomic growth and di­ver­si­fi­ca­tion, em­pow­er­ing our na­tion’s most vi­tal in­dus­tries and em­bold­en­ing the am­bi­tions of ev­ery­one who calls the UAE home”.

“As a re­li­able sup­plier to the global econ­omy and our com­mit­ment to re­spon­si­ble pro­duc­tion of en­ergy, the UAE will con­tinue to use its en­ergy re­sources to pro­mote pros­per­ity and strengthen bridges with our friends and part­ners in the in­ter­na­tional com­mu­nity,” Sheikh Ab­dul­lah said.

The print por­tion of Ad­noc’s me­dia cam­paign fea­tures Sheikh Zayed, the Found­ing Fa­ther, with the tag line “En­ergy for vi­sion”.

This is the first time Ad­noc has em­barked on a na­tion­wide brand push for the group that is un­re­lated to any par­tic­u­lar event, ini­tia­tive or sub­sidiary, such as fuel re­tailer Ad­noc Dis­tri­bu­tion. Last De­cem­ber, for ex­am­ple, a pro­mo­tional video was pro­duced for the in­au­gu­ral Ad­noc Abu Dhabi Marathon fea­tur­ing ath­letic cameos from high-pro­file fig­ures in­clud­ing Dr Al Jaber.

Brand Fi­nance’s chief ex­ec­u­tive, David Haigh, said that the Ad­noc brand had been trans­formed in the past two years.

The launch of the cam­paign “rep­re­sents the next ex­cit­ing

The cam­paign fea­tures suc­cess­ful Emi­ratis in ar­eas such as aviation, science, space, sport, busi­ness and the arts

phase”, he said. “[It] of­fers a timely re­minder of the com­pany’s cen­tral role in driv­ing the UAE’s con­tin­u­ing growth and devel­op­ment,” Mr Haigh said.

Ad­noc is ranked on the 2019 Brand Fi­nance Global 500 list as the most valu­able Mid­dle East brand at $8.9 bil­lion (Dh32.68bn).

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