Case Study
Information Technology Authority of Oman
AgencyConstantine Corporate Communications
DesignationCEO
RoleBrand Strategist
Year2012–14
SituationOman was not widely known, nationally or internationally, for its advances in IT.
ChallengeTurning a low-profile national strength into something worth global attention.
BriefDevelop the HM Sultan Qaboos Award for e-Excellence.
StrategyBuild toward the event over six months, drawing in everyone from labourers to key decision-makers across the country.
Scope of WorkCorporate identity, 360° advertising campaigns and annual reports.
ResultThe entire country rallied behind the event, and the region took notice of Oman’s advancing technologies.
NoteUnanimously awarded the 2014 edition despite intense competition.
Developing the HM Sultan Qaboos Award for e-Excellence became less a design brief and more a six-month campaign to get an entire country behind a single idea, that Oman’s advances in IT deserved to be seen and respected regionally and beyond. Involving everyone from labourers to key decision-makers gave the award a legitimacy no top-down campaign could have manufactured on its own. Being unanimously awarded the 2014 edition, against genuine competition, remains one of the clearest external validations of that approach.