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RAK Ceramics - Re-Branding / Brand Renovation of the Year

Gold Stevie Award Winner 2016, Click to Enter The 2017 Stevie Awards for Sales and Customer service

Company: RAK Ceramics PJSC, Ras Al Khaimah, United Arab Emirates
Company Description: RAK Ceramics is one of the largest ceramics manufacturers in the world. Established in 1989 by H.H. Sheikh Saud Bin Saqr Al Qasimi, member of the Supreme Council and Ruler of Ras Al Khaimah, the company has enjoyed rapid growth becoming an industry leader in just 25 years.
Nomination Category: Marketing Campaign Categories - Specialty
Nomination Sub Category: Re-Branding / Brand Renovation of the Year

Nomination Title: RAK Ceramics - Room for Imagination

Tell the story of this nominated marketing campaign for the judges (up to 650 words). Describe the genesis, planning, execution, and results to date of your campaign.

Forged in the mountains of Ras Al Khaimah

RAK Ceramics was established in Ras Al Khaimah in 1989 by H.H. Sheikh Saud Bin Saqr Al Qasimi, member of the Supreme Council and Ruler of Ras Al Khaimah, who aspired to have the best machinery, latest technology, and to produce the best products possible for sale in the world.

From a single factory in Ras Al Khaimah, RAK Ceramics has grown to become one of the largest ceramics’ brands in the world. Specialising in ceramic and gres porcelain wall and floor tiles, tableware, sanitaryware and faucets, the company has the capability to produce 110 million square metres of tiles, 5 million pieces of sanitaryware, 24 million pieces of porcelain tableware and 600,000 pieces of faucets per year at its 17 state-of-the-art plants across the United Arab Emirates, India, Bangladesh and Iran.

25 years of ceramics’ expertise

RAK Ceramics’ vision is to be the leading ceramics lifestyle solutions provider in the world and serves clients in more than 150 countries through its network of operational hubs in Europe, Middle East and North Africa, Asia, North and South America and Australia.

Despite having a strong global presence, RAK Ceramics’ brand was fragmented and disjointed with several different sub-brands in operation around the world and research showed that the company’s brand identity did not reflect its achievements. In an increasingly competitive industry, it is vitally important that a company plays to its strengths and clearly communicate them to its customers. With the current fragmented approach not working, it was clear that there was a need to reposition the RAK Ceramics brand.

2016 represented a milestone year in RAK Ceramics’ history. The Group went through an extensive global rebranding exercise in celebration of 25 years of world-class operations and ceramics’ expertise.

RAK Ceramics has come a long way from a single factory in 1989, and has much to be proud of with its products featuring in some of the most iconic buildings and projects all over the world. When focusing on how it could revitalise its brand, and taking into consideration the information gathered in the research phase, RAK Ceramics decided to concentrate on four key areas or pillars - its experience, its wide product range, strong focus on innovation and continued commitment to delivering high quality products. It is these four pillars upon which RAK Ceramics’ new marketing proposition is based.

‘Room for Imagination’ launch

The official roll out of RAK Ceramics’ new corporate brand identity started in September 2016 in the UAE, following the official launch at Cersaie, one of the largest and most significant international ceramics exhibitions which takes place annually in Bologna, Italy. Following the official launch, RAK Ceramics’ subsidiaries are adopting the new brand identity throughout 2017.

The new global corporate brand identity was revealed at the RAK Ceramics stand which clearly articulated the company’s proposition, ‘Room for Imagination’. RAK Ceramics is known for its wide product range and the ability to produce bespoke ranges for both small and large-scale projects. RAK Ceramics wants its products to inspire and enable designers to create without limitations, giving its customers room for imagination. In order to deliver on its brand promises, the company has become more design focused and is developing more tools for interior designers and architects to use to bring their ideas to life and provide room for imagination.

By developing a new global corporate brand identity, RAK Ceramics has created a unified experience for its customers, partners and employees in all the regions in which it operates. The launch of RAK Ceramics’ new global brand identity better reflects the company’s aspirations as it continues to drive towards achieving its vision of becoming the world’s leading ceramics lifestyle solutions provider.

In bullet-list form, briefly summarize up to ten (10) of the chief features and results of the nominated campaign (up to 150 words).

-January 2016 - ‘Beat as One’ - leadership team away day focuses on One Company, One Vision and One Brand and launches the new global brand identity internally.
-September 2016 - Cersaie Global Launch - RAK Ceramics launches its new corporate brand identity which is designed to unify all of its global subsidiaries.
-Revitalised Products Website - Launch of new regionally responsive products website -
-New Corporate Website - Launch of a new global corporate website -
-Showroom Renovations - RAK Ceramics completed several showroom renovations including at its headquarters in Ras Al Khaimah and its flagship showroom in Sharjah. RAK Ceramics’ new showroom in Frankfurt is the first overseas showroom to feature the new brand identity.
-Room for Imagination - RAK Ceramics has evolved from being a ceramics’ manufacturer, to becoming an inspirational lifestyle ceramics brand.