Artaaj Events

Artaaj was appointed by Black & Decker to organize the launch of Black & Decker University (BDU) – Middle East and Africa, the first of its kind in this region and the third worldwide after the US and Europe. The official opening of BDU was scheduled on the 21st of June and we had just one week to execute it all. BDU is located in Jebel Ali, which is the Port & Free Zone area, and a good 30min out from the city!

Artaaj was in charge of everything, to start with an idea of the event flow, venue recommendation, branding, lighting, music selection, unveiling system, inauguration stand, hostesses, logistics, F&B, and of course the decorations of the venue itself.

Come D-Day and we gathered at the Artaaj Office at 7 am with 4 beautiful hostesses. Of course, this was a challenge, with World Cup fever having gripped us in Dubai as well and everyone up until 2am on a daily basis!!

The guests started gathering together around 10am and were served refreshments. Around 10:30 am the doors to the BDU were closed and we started the launch… After the speeches, music and light started playing and 10 seconds later Mr. Less (President of the B & D) announce official opening of BDU.




Afterwards, all the guests and media were invited to the workshop for a short tour. While, they enjoyed trying out the tools of B & D, we quickly set up lunch. Since the guests, media and the staff of B & D were from all over the world: Sweden, US, India, Jordan and Lebanon, we had decide to mix n match the lunch menu. There were different selection of main courses, start from hoummus with taboleh, russian salad, paneer tikka, to name a few. After lunch, guests were given away branded B & D yellow color T-shirts.



I want to say thanks to Farah, B& D marketing department for helping Hadi with models casting for this event. They had a lot of fun, we can assure you! ;)
This was our first event executed for Black & Decker, and we must say, it all went very smoothly! We even have another brief for a new upcoming event!!



Thanks my team and well done!!!!!!!!!!

This week consumers at stores across UAE are being serenaded with Arabic sweets prepared by Lurpak Ghee, free sample tins of Lurpak Ghee as well as special offers on specific product sizes.

Lurpak Ghee comes from the house of Arla in Denmark.

The objective set by Arla has been:
 To increase trial
 Generate awareness
 Convince consumers to shift to Lurpak Ghee

Artaaj managed and trained promoters welcome shoppers with the specially prepared sweets. Promoters are attired in branded t-shits and caps in the colors of the brand. Specially branded kiosks are set-up in the stores.

Promoters explain the benefits and unique selling points about the brand. Artaaj promoters also educate consumers on how to best use and store Lurpak ghee as well as it’s usage in various recipes.

Consumers have mentioned, “The sweets taste very good with Lurpak”. Many have been happy to take a free trial pack home to try the product themselves.

Artaaj has arranged trained promoters to greet consumers at stores across Dubai and Sharjah to introduce the various flavours of London Dairy premium Ice-cream.

Promoters dressed in branded gear welcome shoppers and hand out leaflets detailing the flavours.



Pralines and cream, caramel crunch, mango with real chunks of Alphonso mango and ‘Lite’ for calorie conscious consumers are all being promoted at the stores. Special value-pack offers are being promoted this summer

Here we are. the event management company but also PR and marketing company appointed to assist the launch of the biggest outdoor show never created!!!

We cannot reveal the final name but we will give it to you soon, promise, promise.
A great project, huge in all its dimension but so exciting ;-)

Fine! just a small teasing ;-) it will be an amazing technical 21st Century show with the latest effects, lasers, water screens, and pyrotecnics and...... ok ok! I stop... Sorry but Gerhard (the artistic Director) does not want me to reveal more... Teettt...

This month kids at stores across the UAE were very excited to play a dunk game courtesy of Oreo brand of biscuits from Nabisco-Kraft Foods. We managed the entire end-to-end execution of 35 days of activity for the brand.

The primary objective was to create brand awareness amongst as many target consumers as possible by encouraging them to participate in the dunking game and awarding prizes

Consumers (children 7+) were asked to throw a large Oreo shaped disc in a specially branded dump bin


Winners were awarded as follows:
First prize winners (farthest away from the bin): Oreo Milk Mug + 176g Oreo
Second prize winners (middle level): Outer of 33g
Third prize winners (nearest to the bin): notepad + 2 66g Oreo

The secondary objective was to promote the sales of the Classic as well as Milk & Chocolate variant of Oreo Milk Biscuits. Oreo activity created hype and excitement amongst the target audience. Consumers were invited to sample the two variants of Oreo.

Artaaj team just cannot stop brainstorming.... and we brainstorm on anything ;-)

2 examples:

Ajeena whose nickname (given by Flo is Baby Lou) just had her baby 2 days ago and we received an email from her asking us to help finding a name .... No need to say that with all our different nationalities she has now a Huuuggeeee list of names and we look forward to see which will be for this cute little boy ;-)

An ABNBS in Artaaj
Artaaj Baby Name Brainstorming Session

The second example makes us laugh, really....

Hadi who is seating just in front of me has on his Desk a pencil sharpner and yesterday, he decided to make some business as everybody comes to his desk to sharp......
So now, he charges 1 Dh for each sharp...



As it is not enough, he decided to start his own company and sent this Powerpoint presentation to everybody



So imagine what we can do for your brand ;-))))

We made some new friends last month working with the team at TCL, one of the largest electronics manufacturers in China. A big shout out to Miller, Eric, Frank, Paul and the rest of the cool TCL Middle East team!

TCL made their entry this week into the Middle East Market with a large Dealer Conference held at Jumeirah Beach Hotel on Saturday, 3rd June. We handled the entire event for them from developing invitations, venue branding, designing and executing an exhibition stand, hostesses, public relations, the works!!

Of course, we were thrown a few challenges along the way. Our curvaceous hostesses had some trouble fitting into a slender Chinese costume, warranting multiple trips between Dragon Mart (Dubai’s Chinese expo) and the tailors. Then there’s the story of the TVs that just wouldn’t fit!! But everything was sorted out at the end.



With only 12 hours to setup scores of branding at the venue, the clock was ticking away, and our teams were working around the clock. At 11pm on Friday, we got a call that the event agenda had to be changed, as our delegation had to leave early to catch a plane, which of course meant changes to our Operations Schedules, Event Flows, Director’s Script and the all important Script for the emcee. At about 4am we wrapped up the paperwork, and it was back to setup.



Alls well that ends well they say, and it all worked out quite well in the end where we were set and ready about an hour before the event. Got a few rehearsals underway, and we were off to a flying start!



The cherry on top came a few days later when all the important dailies carried our launch, with some fantastic media coverage, thanks to Sadri, Nabila & team!

Artaaj had been commissioned to propose a series of activities that would be part of the launch of Chocolate, the new phone that promises to revolutionize the LG mobile business.

We proposed a comprehensive consumer promotion program which includes:

Mall Road-show
Consumers are being targeted via road-shows at popular malls such as Deira City Centre, Mall of the Emirates and Marina Mall in Abu Dhabi

Viral marketing
Consumers are invited to send a ‘sms’ to three friends and win instant gifts

Demonstrations
Artaaj trained promoters dressed in designer outfits invite consumers to check out the features of the new phone. They encourage them to touch and feel the touch pad on the phone and educate them on the stylish design and new technology.



Electronic Draws
Consumers register on the Wow LG website and get their name into an automatic electronic draw.

Raffle Draws
Consumers fill a raffle coupon and drop into a raffle box at the stand.

The various activities we managed and executed are:

• Arranging tie-ups with the malls and acquiring suitable space
• Procuring relevant government permissions for various economic activities as well as permission for the road-show
• Arranging internet connections at the malls
• Hiring and training suitable ‘Chocolate’ promoters
• Designing and executing stylized costumes for the promoters
• Designing and constructing the Chocolate display stands to be used at the dealer conference
• Managing vendor for constructing the raffle boxes