Sidel – Building Brand Awareness

Overview

Sidel, a leading global provider of PET solutions for liquid packaging, established a formal presence in the Greater Middle East and Africa region in late 2013.

Headquartered in Dubai, UAE, and with a supporting office in Johannesburg, South Africa, Sidel GMEA is responsible for the company’s operations in more than 70 countries in the region from Pakistan, Iran, Turkey, GCC, Egypt, Morocco to Nigeria, Kenya, Senegal and South Africa.

When Golin MENA was appointed as Sidel GMEA’s communications partner in 2014, few media in the region knew of Sidel.

Challenges

There was a lack of awareness among GMEA customers and consumers about the newly established local presence of Sidel.

Low awareness about Sidel’s brand name and its chain of business by local and regional media.

The content was rendered “too technical” for dailies and non-trade publications.

Penetrating new markets to support the business objectives and goals of the company in GMEA region.

Implementation

An aggressive mass media outreach was put in place to introduce Sidel to consumers and the media in the target markets across the Greater Middle East and Africa region.

Brand awareness and recognition was created through market-specific press releases, focused case studies, leadership interviews and thought leadership articles.

Extensive media support was provided to Sidel GMEA in owned events and industry events in which Sidel GMEA participated.

Results

Strong market visibility was created and enhanced in countries with high growth potential.

More than 25 interviews were secured in a span of nine months for Sidel GMEA management with key trade and daily media in both Greater Middle East and Africa regions.

More than 500 clippings were secured within the same time frame for an accumulated AVE of USD 1.1 million.

Sidel GMEA was ranked the top performer in terms of business performance and communications engagement amongst Sidel’s five geographical Zones.

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