OHI Marine

Social & Digital Media Approach

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Who
We
Are

“Our real purpose in life is

that of improving the sales
effectiveness and reputation
of our clients through
ideas.”

Leo Burnett

3
4

Premier Global
business creative
group in network
Oman (Est. 1935)
(Est.
1977)
 5

83 Offices
70
Countries

]
 6 Media IS PART
Vertical OF

Strong local &

regional
media
presence
$3.9B #1
allows us to Publicis Groupe media MENA MENA

scale across
Investment Market Share

$350M 200+
group entities Placed in Programmatic Media Private Marketplace Deals
Last Year with Largest Global Players
Snapshot of clients
advised
We are the most
awarded branding
agency in Oman.

OHI Leo Burnett secured 10 awards,

including 2 Gold, 1 Silver, 2 Bronze
and 5 ‘Highly Commended’ awards
at the 2020 Transform Brand
Awards MEA held in Dubai on 15
September 2020.

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8
 Direct Marketing/CRM
Our Handling big data to create one-to-one/few messaging.

Capabilities
Creative
Desig
Being the most awarded branding agency in Oman is a
result achieved only with having the best creative talent Bnring craft, concept and storytelling together,
in the country beautifully, through visual brand identities and systems

Business Leadership Production

Set and oversee the execution of clear vision for client
teams
Strategy
Deliver campaigns that are weaved around a sound
strategy backed by research and analytics
Digital/Social/Technology
Deliver digital/social experiences across all platforms
including websites and digital signages
Produce in house digital content domestically at scale
anytime, anywhere and at any price point along with
film production with local partners as well as within
the region
IPO
End-to-end IPO launch services provided by
professionals with 25 years plus experience in
successfully launching IPOs within the region

PR Events
Strategic development & placement of content based Conceptualization and management of events for
on the overall communications strategy clients from various categories

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Our
Approac
h

9
Our approach
is based on
HumanKind™
the
principle that
is
universally
applicable for
an effective
communicatio
n strategy.
Leo Burnett’s HumanKind principles are not not about advertising,
brand propositions or selling products. Instead, HumanKind is about
people, purpose and changing behavior. It’s a new look at
marketing in which people come first. It’s about creating acts, not
ads. Essentially, HumanKind communications demonstrates how
creativity can transform behavior.

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12
 The HumanKind™
Principles

PEOPLE PURPOSE PARTICIPATION POPULISM

Play a real and Connect to

Be a source of
Be rooted in a valuable role what
action, not just
human need in moves brands
words
people’s lives populations

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13
 Has Purpose

Dreamy

Lacks Acts
Avg CANNES Winner

Has Acts
Average Brand

Laz Noisy!
y

Lacks Purpose

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14
 HumanKind
™

360 Integrated
Communication
HumanKind™ Branding
&
s Social &
Digital
principle Brand
Identity Campaigns
Landscape
applies to all Foundations analysis

the ROI
communication Springboard

verticals Brand Social

Narrative listening
s

Communicatio
n
Key framework
messaging
Content
and
and
strategic
design
concepts

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15
Media Planning & Buying
Approach
1
6

Traditional
Buying
Always
media Respected • News media and their associated
On
relationships
Strategy channels
• Oman TV
• Radio
Dominate. Derive • Outdoor
• OOH / Malls / Other outlets
value.
• Agency follows a media neutral principle for media planning and buying • Interior media buying
• Transparent, negotiation and information sharing • Innovations
• Seamless coordination with media for publication Digital Buying
• Over 40 years of media experience in Oman
• Social media campaign buying and media optimization
• We are able to develop content based approach for media buying and
• GDN
planning • Google Always on campaigns
• Production facility for recording and special VO at our own radio channels
• Unconventional digital – WhatsApp groups and specific website
• 360 degree integrated communication delivery
• Strategic partnership with the Choueiri Group, the leading ads
• Influencers
media representation group in the Middle East today
• Specialist media buying capabilities on IPOs and financial transactions.
• In-house digital media planning, buying, analytics and reporting
What
We
Know

“I have learned to
practice what I
call constructive
dissatisfaction“

Leo Burnett

1
8
 4.14 Million 5.16 M
Total Population in

Oman’s
Oman
Active Social Media Users (80.2%
Penetration)

Social
Landscape 5.72
Active Mobile Connections (110.7%

Million
Penetration)

4.92
Active Internet users (95.2%

Million
Penetration)

SOURCE: Hootsuite global digital report

2021

18
Oman’s
Social 34
%
Median Age is 66%
30.6
Landscape
93 Literacy Rate is 97
% %
95.7%

86.6% Urban
population
SOURCE: Hootsuite global digital report
2021

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 Population
Top 10 Websites SM Adverts
aged 13+
visited Platform Reach
within reach
1. google.com
2. youtube.com
3. moe.gov.om 1.5 36.5
Oman’s 4. Microsoft.com
5. Padlet.com M %
Social 6. Atheer.om
7. Yahoo.com
1.4 43.8
8. Watanserb.com
M %
Landscape 9. Wikipedia.org
10. Facebook.com 1.4 34
M %
702 17.1
K %
SOURCE: Hootsuite global digital report
2021

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THE
AUDIT
Quantitative & Qualitative Audit
 Followers
500,000
473000
450,000

400,000

350,000

300,000

250,000

200,000

150,000

100,000

50,000

0
Mercury Marine Suzuki Marine Honda Marine
01 Quantitative
Cross Channel Analysis allows us to highlight the most effective platform used by the brand in the
landscape.
 Highlights

1 Mercury Marine is the most active 2 Suzuki Marine has the lowest number 3 Honda Marine does not have a
brand on Facebook and Instagram of followers among the three brands separate YouTube channel but their
videos are listed on the official
channel
02 Qualitative
 Mercury Marine

Content Approach (Score: 8/10) Visual Approach (Score: 8/10)

• Cheerful • Carousels
• Passionate • Photos
• Professional • Videos

Engagement (Score: 9/10)

Copy Approach (Score: 7/10)
• The average interactions per day is 1.8K
• There is high a number of posts that have images which is great but not perfect according to
without copies the number of followers
• Colors are random and they do not follow the
brand guidelines in the copies
Type of posts

Engaging Posts
Mercury Marine’s tone of voice on social media is more about

Maintenance topics
New updates
encoring how people can enjoy their lives on the sea and
whenever there are any new updates for new outboard motors
they share it on their profiles.

However, they keep sharing some interesting maintenance

Products
topics along with advertising their products to keep educating
their fans.
Growth of Total Followers
Number of Profile Posts
Distribution of Profile Post Types
Most Engaging Posts Overview
Average Interactions per Post
Evolution of Interactions
Distribution of Interactions
Number of Interactions per 1000 Followers
 Suzuki Marine

Content Approach (Score: 8/10) Visual Approach (Score: 9/10)

• Friendly • Carousels
• Informative • Photos
• Professional • Videos

Copy Approach (Score: 9/10)

Engagement (Score: 9/10)
• Simple
• • The average interactions per day is 152
Relevant
• Neat which is great according to the number of
followers
Type of posts

Fishing Topics

Announcements
Suzuki Outboards content is more about sharing finishing
updates and recommendations and they also proud to share any
new awards they get on their social media profiles.

Educational

Selling Products
Sharing educational content is one of the main topics as well as
marketing and selling products and accessories related to the
boats and sea
Growth of Total Followers
Number of Profile Posts
Distribution of Profile Post Types
Most Engaging Posts Overview
Average Interactions per Post
Evolution of Interactions
Distribution of Interactions
Number of Interactions per 1000 Followers
 Honda Marine

Content Approach (Score:9/10) Visual Approach (Score: 9/10)

• Enthusiastic • Carousels
• Matter-of-fact • Photos
• Trustworthy • Videos

Copy Approach (Score: 8/10)

Engagement (Score: 9/10)
• Natural • The average interactions per day is 346.6
• Fresh
which is great according to the number of
• Convenient
followers
Type of posts

Fishing Posts
Honda Marine excites its audience with fishing posts and the

Engine and Fuel

life above the sea. They also keep sharing tips and advises
before heading out on the water. .

Tips
Honda Marine shares great informative and explanation topics

Updates
on their Engines power and best fuels along with mentioning all
the new updates and historical topics
Average Interactions per Post
Evolution of Interactions
Distribution of Interactions
Most Engaging Post Types
Number of Interactions per 1000 Fans
Number of Page Posts
Distribution of Page Post Types
Number of Fan Posts
Most Engaging Posts Overview
 Fans Overview
03 Digital
Our Front page - Website
Website Speed
SEO Audit

Overall SEO Score

SEO Spiderweb Analysis
Our
Strategy

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 Overhaul Approach

Brand Building
&
Communication

Social Media
Communication Website
Communication

Community Content
Content + Media buying
Management Marketing
Design + Planning SEO Analytics +
/ Performance
SEM
 Create , Publish,
Distribute
Content • Product comparison and communication, Blogs –
Marketing Our target audience is tech savvy and information hungry

• Building brand loyalty through content marketing is

essential in this niche instead of hard sell

• Content roadmap — Content that addresses each step

of the customer journey and experience

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 Customers are always searching for our
products, we need to be visible!

Search On Page SEO Off Page SEO Technical SEO

Engine Keyword Rich Title Tags Guest Blogging Links Page Speed

Optimization Keyword Rich Meta Description Local Business Listings Responsiveness

Canonicalization
Keyword Rich Heading Tags Resource Pages Links
Keyword Rich Image Alt Tags Brand Mention Links Indexing & Crawling

Keyword Rich Content Forums Posting Links 404 Errors

Keyword Rich Internal Linking Competitors Back links W3c Validation

Keyword Rich URLs Pagination

Keyword Rich Breadcrumbs

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 Always On Approach
Media
Planning &
Buying
Strategic Planning
Process
Yearly Quarterly Monthly Weekly

Identify &
Creating Monthly Community
Develop
Content Scheduling Managemen
Brand
Pillars t
personality

• We identify what the • According to the brand • Content calendar is • Engaging with their
station as a brand stands personality we identify prepared in advance for followers is the most
for topics that fit well with the entire month key aspect for a radio
• We narrow down our our overall narrative station
target audience • Posts are distributed • TAT of 24 hrs is
• We create content silos across the month to have maintained for all posts
• We identify traits that that cover all the available a consistent release
define the brand topics that the brand can schedule • Escalation of grievances
personality. cover • Time of the day when is done within the TAT
• Brand traits help us in maximum traffic is
improving brand received on a platform on
engagement on social an average is decided as
media the optimal time for
releasing the post

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Selec
t
Work

34
 Bank Muscat
+ ROP

OHI Leo Burnett / Hi & Hala 35

 Case Bank Muscat and ROP Fraud Awareness
Study Campaign
Objectives

Beware of Digital transformation in banking has brought great conveniences but has also explored a
lot of vulnerabilities. Fraud is on the rise. Bank Muscat and ROP wanted to educate
customers and people at large to be safe with their data.
Cyber Fraud. • Covered different types of fraud faced by individuals and Corporates
• Phishing, smishing, vishing, business email compromise, and others
• Best practices while using cards and other banking channels
• Focus on the dangers of sharing personal data

next victim. • Targeted the Omani society at large

• Arabic and English
• Multiple channels including Social Media, News Papers, Television, Outdoor
• Series of roadshows planned in a number of colleges and universities which was put on hold due to
COVID-19

Challenge

Common perception is ‘it cannot happen to me’ as most people

believe
they are not a target and take it lightly.
Solution

Create a narrative that you could be the next

target
Results
5.2M
Impressions
on Youtube

Click to view

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Results

~9M 2M
Views Impressions for
on Social Media paid media

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Hibati
Savings
Account

74
Case Meethaq Hibati Savings Account
Study Campaign
Objectives

Anyone can We needed to break through the clutter to launch a new

Islamic banking’s prize savings account to an audience that

win with the sees similar communication for various other products.

Hibati saving Challenge

account. Oman is a young demographic market and people are not

saving enough and the product differentiation is very limited
• Oman is a country of 4.5 Million people.
• 8-9 banks vying for the same audience base.
• All banks promise extraordinary savings account prizes and ample chances
for everyone to win.
• Advertisers are very rarely willing to push the envelope on creativity.
• Islamic banks in particular, operates in the ‘safe’ mode when it comes to
communication. They will rarely try anything outside it

Solution

By showcasing relief brought by ‘winning’ during intense moments of

life with a light hearted tone, was able to cut through the clutter and
catch the attention of potential customer at an unprecedented rate
Anyone can win with
the Hibati saving
account .

Results

769k combined views

on YouTube

2.68k views on
Facebook
72k views on
Instagram

Click to view

4
1
A n y o n e can w i n w i t h
hte H i b a t i saving
account .
Target 35 M Launched the product in September
2018 and by End August 2019 had
Value reached 43 Million OMR total portfolio
Final value achieved 43 M size which was against a target of 35
Million OMR .

Activation 13,000
new Total number of customers increased to
and Results customers
added
70k which was an increase of 2 0 %

Fastest
769k combined views
3.5 30 %
Growing
Million Average
on YouTube
Product
Monthly
in its
Average Growth
category
Growth Ratio
2.68k views on
Facebook
72k views on
Instagram
Bushra
Launch

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Case Bushra Launch
Study campaign
Objectives

Introduce Al Bashayer as Oman’s first and the region's largest integrated red meat
company. Ensuring that ‘Bushra’; its retail brand, is the red meat brand of choice in Oman

local brand
and the region. .

meat brand. Challenge

Saturated market with existing established players in the

market
Solution

A 360 degree media campaign that covered every possible avenue of showcasing the
brand to effectively increase the brand recall in market while the pandemic was still on.
Teasers

Launch

Follow up

80
Press ad
In-store branding

81
 660 Radio
500K OMR 3,530,708 35k 66 Spots +
Budget Impressions Offline Outdoor 48
reach sites (JCD) Twitter
posts

Campaig 40 digital
73

n Scale screens in
20
Hypermarket
screens
9
Muwasal
8
rooftop
at locations
locations
buses

Live
Shelf Live event
streaming PR
Promotion coverage
on all coverage
in 29 in
SM in press
locations OmanTV
platforms
MARH –
GMC +
Suzuki

48
Snapshot of our
work

84
Snapshot of our
work

85
Proven GMC
(Appointed
as agency
from March
2020)

Growth *January ‘21 not included

86
Proven Suzuki
(Appointed
as agency
from March

Growth 2020)
*January ‘21 not included

87
 GMC April’20 GMC April’21 Suzuki April’20 Suzuki April’21
FB followers : 43,307 FB followers: 44,507 FB followers : 38,672 FB followers: 39,380
IG followers: 9,752 IG followers : 11,700 IG followers : 2,289 IG followers : 4,244

Proven
Over
Average
40K OMR Over Over
reach of
worth 9000 30
Growth inventory
purchased
leads
generated
Million
impressions
500K
every month

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Case Yukon 2021 launch
Study campaign
Objectives

Reimagine To drive awareness for 2021 GMC Yukon and generate

leads

Every Drive
Challenge

To secure new vehicle bookings for a target audience ranging from 35-50 years of
age within the local and expat population

Solution

360 degree campaign

4 Channels targeted digitally: Facebook, Instagram, LinkedIn and Google Display
Micro Targeting: Car Enthusiasts with Affinity to high end goods, Luxury vehicles &
Luxury properties
Campaign Type: Lead Generation
Content: Focused on audience expectations
 Snapshot of our
work

Teaser

Launch

Paid Campaign

55
Reimagine E ve ry
Drive

300,000 400,000
Reach Impressions

Activation
and Results

100 actual
500+ car sales
leads in a single
generated month
OOMC
O

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Case OOMCO app launch
Study campaign
Objectives

OOMCO To drive awareness for OOMCO World App and generate downloads

World Challenge

Application To secure active users of the app across Oman across OOMCO Retail Brand with a
target audience bifurcation of 75/25 for Males/Female aged between 18 - 55
who speak either Arabic or English

Solution

4 Platforms Download campaign: Facebook, Instagram, Snapchat & Google Ads

5 Platforms Awareness campaign: Facebook, Instagram, Snapchat, YouTube & Google Ads
Micro Targeting: Specific targeting based on key YouTube placements and a number of
detailed micro segments under government and public sectors jobs, driving and racing
games fans, auto enthusiasts and motor sports enthusiasts
Campaign Type: Click to app store
Content: Focused on audience benefits and how to use the app videos
59
 Reimagine E ve ry
Drive

Activation
and Results 3.2 12 Million 96000+
Million Impressions downloads
Reach
Our
Team

"Collective solutions to
problems start with
individual human beings
and individual efforts."

Leo Burnett

6
1
 Team OHI Leo
Burnett
Narayan Iyer
General Manager

Srikanth Viswanathan
Associate General Manager Strategy &
Planning

Account Creative Design Studio Media Buying Finance

Management Wyle Mahesh Nikolina Nilesh Alphonso Chetana
Dura Popovic D’Souza
Anvekar Ayare Bhat
Client Relations Director Consultant CD Sr. Media
Creative Director Studio & Production Sr. Accountant
Executive
Benny Thomas Vinu George Manager
Juhaina Al
Account Director Creative Director Shoji Cherakulam Siyabi
Neston Moras Amal Al Rashdi Digital/Social Sr. Graphic Designer Support
Accountant
Associate Account Associate Creative Mahmoud Mohammed Iqbal Jamal Al
Director Director Sr. Graphic Designer
Sahwan Thani
Lamees Mmopi Babu Kollaikkal Social Manager Vyshakh KV PRO
Senior Account Manager Sr. Art Director Graphic Designer
Daniyal Baig
Alya Al Balushi Sinan Al Garibeh Director Digital
Account Manager Sr. Art Director
Rawaa Said Godwin Yeshudas
Client Account Manager Sr. Art Director
Haneen Al Amari Atin Ahluwalia
Account Manager Creative Group Head
Safa Al Sabahi Sahadmon Sulaiman
Account Manager Jr. Art Director
Shahad Al Lawati
Account Manager

OHI Leo Burnett / Hi & Hala 62