tamra C2 2016 ©
Create. Communicate.
1hour with maserati
An iconic emblem for the past century, Maserati has captivated generations of automotive enthusiasts. The signature roar. The alluring curves. These are not merely features but experiences that drive people closer to the brand.

Building on this, we decided to go on a mission of placing the target audience behind the wheel of a Maserati. But more than a test drive, this was an opportunity to spend ‘One Hour with Maserati’ and experience the brand’s timeless values, on a one-to-one basis.

Prospective buyers were invited to a personal session by appointment. The ‘One Hour’ journey began with a video from the Managing Director personally welcoming the prospect, along with a serving of the finest Italian coffee. The test drive was next, accompanied by a host of pictures of the entire journey clicked by Maserati representatives. The pictures were then shared with the prospects as a memorable keepsake and shared on the brand’s social channels with a personal quote from the prospect.

wu wish

wu wish
People come to the UAE seeking a better life for themselves and their families. Western Union wanted to connect with these everyday heroes and create brand stories that reinforce its promise of ‘moving money for better’.

A multimedia campaign was launched under the banner of “WU Wish”, where we embarked on a mission to find out people’s biggest wishes and move money across the world to help realize these wishes. The campaign was kick-started through an inspiring film, which featured real life stories of people working hard to achieve their dreams. In less than a week, the film received over one million views!
We are: believers, fanatics, extremists. And the thing we covet most: brands.

Not just any brand, but the convention-condemning, thought-provoking, change-empowering brands. Bringing such brands to life is what we live for. And our living happens through profound thinking, a purely sensible strategy, untried and untired creativity, consumer experience obsession and a good measure of hard work. More importantly, it doesn’t matter who does what in which role. What matters is who among us can inject the same obsession that we have with our brands into their consumers. And who can breed more believers like us. Let’s start.
Mere job seekers, move aside. Career builders, imagination steerers, craft explorers, paradigm shifters, strategy hatters and brand obsessors, you are all welcome!
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Want to say hello? Call us on 04 351 5133 or drop in to our office at the H Hotel Office Tower, 31st Floor, Sheikh Zayed Road One, Dubai.

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For business enquiries, you can also e-mail at business@tamra-c2.com
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"Numbers have an important story to tell. They rely on you to give them a voice.” – Stephen Few

The 20th century brought us the Industrial Revolution which marked the onset of automation and the Industrial Age. Similarly, the 21st century has been historic because of the Digital Revolution that has sparked the Information Age, resulting in the mass production of communication and information technologies that have created the knowledge-based society we’re living in today. This significant paradigm shift has been exhaustively documented with regards to its effects on our global economy, and a key element explicit in this human progress is Big Data.

Big Data is paradoxical. It’s tangible and abstract. Beautiful, yet unsightly. Powerful but weak. Its potential is seemingly limitless in the future, and yet its capability is limited within the present. Before we attempt to venture into understanding Big Data and its relevance in contemporary culture, let’s review some interesting numbers to contextualize the Information Age.

1) Every 2 days we create as much information as we did from the beginning of time until 2003.
2) Over 90% of all the data in the world was created in the past 2 years.
3) Every minute we send 204 million e-mails and generate 1.8 million Facebook likes.
4) On an average day, Instagram activity includes 3.5 billion likes and 80 million shared photos.
5) Google processes over 40 thousand search queries per second.
6) On YouTube, it would take you over 15 years to watch every video uploaded by users in one day.
7) 570 new websites spring into existence every minute of every day.
8) If we were to burn all of the data created in one day on to CD’s, you could stack them on top of each other and reach the moon- twice!

Yes, the numbers are mindboggling, but in a few years they’ll probably seem as quaint as your childhood photos. This is Big Data. It’s the unbelievable amount of human generated information through various mediums, but predominantly via digital channels. The idea of computerized databases and summarizing information through data processing is not a revelation. The US Bureau of the Census deployed the world’s first automated processing equipment in 1890 – the punch-card machine, and relational databases emerged in the 1970’s from a prominent researcher at IBM named Edgar F. Codd. What is remarkable about Big Data, however, is that it comes from our novel ability to create information at an unprecedented pace (thank you internet) and the technology to compute these numbers through robust analytic software.

Is Big Data a revolutionary tool in the way we understand our world? Of course it is, but it’s more complex than simply collecting numbers. One of the concerns with Big Data is the general assumption that the more data we accumulate, the more solutions we’ll cultivate. Former Wired editor-in-chief Chris Anderson embraced this idea in his comment, "with enough data, the numbers speak for themselves.” This however, is a parochial and misleading concept. The immense sets of data require analytics to decipher the valuable signal from the overwhelming noise and human expertise is essential in interpreting and communicating an insightful and relevant message to the target audience.

Will a gluttony of numbers solve our worldly issues? Sadly, no. However, Data is an integral component for understanding societal behaviours, trends and interactions, but only when complemented by analytics, as well as human insight in order to optimize its usage and develop adequate solutions. The applicability and presence of Big Data is pervasive and all-encompassing across industries. Companies such as Netflix and Amazon are leveraging data to provide relevant product recommendations to their subscribers. Google completes our search queries that we only commenced to type. Our smartphones act as grammar saviors. Government initiatives employ Big Data insights for development and innovation in sectors such as Public Health and National Security. Even online dating sites are attempting to salvage the perils of romance through large datasets. There’s an amusing anecdote from Charles Duhigg’s book The Power of Habit, where the author describes how the multinational retail company Target was able to predict the pregnancy of a woman before her father was even aware, simply based on her recent product purchases.

Obviously, big data is also prevalent in advertising and marketing where the future of the industry is digitally tethered to providing greater customer experiences and relevant communications in an era of automated marketing. Understanding our consumers is vital to providing unique creative solutions for our brands. We know this, and subsequently have become the only advertising agency in the region to partner with Oracle in order to optimize the marketing strategies of our clients.

Big Data is a dynamic and liberating framework to observe our world. Despite its limitations and requirements, when utilized strategically and intelligently it will allow us to obtain clarity of ourselves amidst the rapid changes of modernity.