2016 Winners & Shortlists

Brief Explanation

On November 2015, a new lounge was launched at Hilton Hotel, Doha. Society Lounge was designed to be more than just another option for the city’s nightlife scene. Offering spectacular views across Doha, world-class entertainment and signature beverages, Society Lounge had all the ingredients to become the perfect place in town to unwind and leave reality behind with sophistication and style.

The Brief

The features were appealing, but Society Lounge needed to inform people about its opening and make them curious enough to change their usual night-out place to try this unknown lounge. To achieve this the target audience should be approached in a natural and smart way, the message should be instigating, and the outcome should be as simple as “That’s me, and this is my place!”

How the final design was conceived

Social media is the face of the younger generations, which form most of Society Lounge’s target audience. They create images of themselves and the others according to social media profiles. Pictures are an important part of the process, and may define a personality. What they show is what they are – at least for the general public. This was the reference to both the concept and the visual, while using poster allowed to be physically closer to them.

Indication of how successful the outcome was in the market

The new communication approach was a remarkable success. The following nights were crowded. Special events were fully booked, with a huge waiting list. Society Lounge became the perfect place in town to unwind and leave reality behind. And all of this started with a simple poster that spoke the target audience’s language and instigated their curiosity related to this new lounge in Doha.