SmartHeart + Abudhabi SmartHeart — это брендинговое агентство новой волны, реализующее комплексные проекты в направлениях бренд-консалтинга, визуальной айдентики, рекламы, архитектуры, мероприятий и digital. Мы создаем продукт международного уровня, соединяя актуальные технологии брендинга (Smart) с эффективными инструментами эмоционального впечатления (Heart). +7 (495) 917 73 56 пер. Б. Казенный, д.1/2, с.1, оф. 17, Москва

1. ABU DHABI
City of the Future
2013

2. Project mission and terms of reference
Introduction

3. Abu-Dhabi is
a city of the Future
3
Abu-Dhabi is getting more and more comfortable place for
leisure. On a quite compact territory of the emirate and adjacent
islands there has been created ultramodern infrastructure,
including luxurious hotels and restaurants, ideal beaches,
seafronts as well as the unique Ferrari-world, race track Yas
Marina Circuit, futuristic aquapark Yas Waterworld, equipped with
amusement rides which are one-of-a-kind in the world. All these
factors form the image of the country at the world market as a
premium destination attractive for all types of audience.

4. Challenge
The aim of Abu-Dhabi promotion event in Moscow is the
highlighting of strong and expressive brand platform of
positioning this destination for sophisticated Russian
audience.
Currently the aim of communication and promo-campaign is
to involve a new wider audience using the instruments of
creative advertising, digital technologies and innovative
approaches to positioning. All these steps are taken in order
to highlight the announced image of the destination and to
position the brand in Moscow on a new advanced level.
4

5. Elaboration of the idea of event organization
Project stages

6. The main stages
of event realization
project stages
1. Elaboration of creative idea of the event
2. Architectural design of pavilion
3. Decoration and interior decisions of promo zones of the pavilion
4. Branding platform
5. Visual identity
6. Communication strategy

7. Creative idea forms the basis of conceptual promo event.
Further more it is being finalized to be turned into
integrated concept , which can be reflected in various adds
carriers. Then, the concept of add visual is produced. It
reflects the main idea which should be delivered by the
brand to the target audience.
Elaboration of creative
idea of the event
01
We present several concepts of
addvertising message to be
chosen. After the best variant is
confirmed by the brand, we
transfer the concept into the
final product. A very special
moment is the creation of the
event script using expressive
and innovative means of
communication with target
audience. We transfer
associative image of the brand
into the format of interactive
games, curious art objects, vivid
installations and esthetic video
mapping.

8. Elaboration of architectural construction of the
pavillion according to brand image announced at the world
market. Stand architecture consists of the following
aspects: division of space, shape of the construction and
the way of installation, lighting, technical constructions,
flooring, ceiling decoration, stand equipment, colour
composition, texts.
Architectural design
of pavilion
02

9. Well-executed exhibition stand contributes to
communicative strategy of the brand. Therefore, while
planning it, it is recommended to consider technical
infrastructure, expected number of visitors, location,
methods of recognizability, accessibility and
position regarding the neighbours.
02 Architectural design
of pavilion

10. Elaboration of interior solutions for inner space of the
pavilion, conceptual zoning in accordance with the key
direction:gastronomy, folk costume and dance, modern art,
art objects and installations, business and innovations,
architecture and design etc.
Interior design03

11. Creative positioning of the brand is the main idea which
will form the basis of all its communications with the
target audience. This is an image and qualitative
characteristics which will help to differentiate the brand
from its competitors and will facilitate its loyalty from
the part of the concerned parties.
Branding platform04

12. Strategy
Before turning to the visual component of a brand, we study the specifics of the
client's business, market, target audience, its needs and interests, analyzing
world trends, define channels and ways of promoting, forming a communication
plan. At this stage the idea laying in the foundation for the project is forming.
The strategy block includes:
1. Market research and competitive strategy analysis
2. Target audience research
3. Determination of the deepest audience insight for strategic target audience
4. Elaboration of positioning strategy and brand-platform
5. Elaboration of brand mission and brand values
6. Slogan development
Branding platform04

13. Visual identification systems are replacing traditional
corporate identity and logos. At this stage we are laying the
key principles that define the brand identity, form a well-
recognizable and memorable image. The Visual identity
block includes elaboration of the general graphic idea of
the brand based on positioning strategy.
Visual identity 05

14. Communication strategy
There are hundreds of ways to
convey information to the
audience: films, websites, social
apps, art installations, sales
promotion, BTL. Our concern is to
choose the most effective of them
to convey the idea and to do it
impressively. People must not only
understand you but love what you
offer and be willing to share it with
others.
06

15. Elaboration of
communication strategy and
pr&advertising campaign
The communication block includes:
1. Development of creative concept of the project
2. Development of visual images of the project
3. Production of advertising carriers and launch of advertising campaign in the city.
Communication strategy06

16. In order to drive vast Abu Dhabi
destination awareness and
“Travelers welcome” slogan
recognition as well as announcing
our Mega Event in Moscow we
suggest to conduct consumer
advertising campaign which
includes the following tools:
Branded Billboard advertising:
6мх3м, and Citylight 1,2мх1,8 м.
Outdoor Press & Magazines
Placement of visuals in strategic
press (media planning)
Digital & SMM
Announcement about the mega
event at selected consumer
focused travel portals, special
groups in social networks, branded
banner advertising.

17. Locations
Recommended venues

18. Creative promo event at
the best-known venues
in Moscow
Locations
Recommended venues:
- Gorky Park
- Muzeon Park (the park adjacent to Central House of Artist)
- The Red Square
- The Red October area

19. Gorky Park Gorky Park is the central park of Moscow with around
20 000 visitors per day. From 2011 Gorky Park totally
changed their approach of arranging public activities and
brought new standards of service to its visitors due to
which they gain reputation one of the major place for
public events. Today this is the place for the audience which
focused on new European life standards.

20. Muzeon Park Museon Park of arts is a unique museum under the open
sky having a collection of not less than 700 sculptures.
After a total rebrending it is equipped with a cinema-hall,
musical stage, playground for children’s classes,
several concept restaurants, it has various temporary
exhibitions and special art events. So the park is turned into
a creative workshop and is the place for the wide audience
which focused on modern life-style.

21. Red Square Red Square is a large open main square in the center of
Moscow, the real heart of the city. It is located in front of
the Kremlin's western wall. The square is fenced in the
State Historical Museum building, the GUM building, and
St. Basil Cathedral. For many centuries Red Square has
served as the place for important historical events and a
vast meeting place for the people.

22. Red October Within a short time Red October became a new mega-
popular place for cultural and creative Moscow. The main
part of gastronomical restaurants, clubs, architectural and
design bureaus, art galleries and exhibition halls. Today it is
not only art community but a territory with a new concept
of city life. It is also a fast-moving development project.

23. Event activities
& creative formats
Our vision of main activities

24. A vast and bright installation is constructed of plates filled
by multicolored arabian spices. The colour, the flavour and
the authenticity make the installation a real oriental
attraction.
Sand from spices
installation
01

25. Oriental gastronomical culture is demonstrated withing the
format of conceptual setting the tables, through
gastronomical installation (logo-shaped food installations
etc), drink, theatrical gastronomic performance.
Gastronomy02

26. Video mapping is a projection technology used to turn
objects, often irregularly shaped, into a display surface for
video projection. These objects may be complex industrial
landscapes, such as buildings. By using specialized
software, a two or three dimensional object is spatially
mapped on the virtual program which mimics the real
environment it is to be projected on.
3D video mapping
& Interactive
03

27. Interactive dance installation with augmented reality
technology for contemporary dance performance. An
interactive video installation dealing with body politics
where the viewer's motion and position in the space affects
sound video and narrative and creates an interactive
choreography.
Interactive dance
choreography
03

28. Modern interpretations of
traditional cultural background
of Abu Dhabi through art,
design objects and digital
technologies.
Art installations04

29. Interactive art installations are generally computer-based
and frequently rely on sensors, which gauge things such as
temperature, motion, proximity etc. Unlike traditional art
forms wherein the interaction of the spectator is merely a
mental event, interactivity allows for various types of
navigation, assembly, and/or contribution to an artwork,
which goes far beyond purely psychological activity
Interactive art installations05

30. About us
SmartHeart agency

31. Beauty is a combination
of Smart & Heart
31
So, this is our name: SmartHeart.
We’re an independent agency
that creates integrated projects in
the field of branding, design and
adverting. We create a product
based on rational and emotional
approaches: the harmonious
combination of logic (smart) and
emotions (heart).

32. Contact us:
Eurasian Media Group
+7 (495) 720 6608
zarubejom.com
SmartHeart® Agency
+7 (495) 795 8243
smart-heart.ru
The Future
is here.
Anna Antonova
Event Manager
+7 (926) 344 38 11
Irina Tishina
Account Manager
+7 (917) 507 70 01
2013