How do you create an emotional connection between people and an online marketplace?

SITUATION: noon.com is the Middle East’s homegrown online marketplace. In an otherwise commoditised industry, noon wanted to stand out in this sea of sameness. 

OUR APPROACH:  We envisioned noon to be a human and culturally relevant brand that goes beyond product and price. We established a higher purpose for the brand that resonated with employees, customers, investors and the region.

INSIGHT: While noon sells products, people buy into desires.

BRAND PURPOSE: Noon feeds people’s aspirations.
We positioned noon not just as a marketplace, but also as an enabler of aspirations; of the investors, employees, customers and region. 

FOR INVESTORS: noon keeps the wealth in the region.

FOR EMPLOYEES: noon provides them an inspiring place to work at and be a part of something big.

FOR CUSTOMERS: noon connects them to cool products and experiences that satisfy their desires.

FOR THE REGION: noon provides a sense of pride and belonging.
To build a distinct brand culture, we designed a brand book that acted as a guiding principle; right from the brand philosophy to communications and activations.

As a core part of the new employee onboarding mechanism we created an employee box to immerse employees in the brand culture and bring a sense of belonging. This curated box consisted of unique and inspirational merchandise like hoodies, backpacks, patches, stickers and water bottles, with culturally relevant messaging.