ASJC – A Truly Local Company

Insight

As the Kingdom’s leading building management and HVAC systems provider, Al Salem Johnson (YORK) delivers vital behind-the-scenes infrastructure many Saudi citizens are not aware of. The company’s solutions are installed in some of the most significant landmarks and institutions in the Kingdom, providing a service the end-user takes for granted with energy efficient, state-of-the-art HVAC solutions.
ASJC operates the world’s second largest cooling station at the Holy Mosque of Mecca and one of the largest cooling stations in the world at the Prophet’s Mosque in Medina. When Covid-19 hit, the company immediately stepped up to provide practical solutions and take special measures to help the effective containment of the virus.

ASJC’s energy efficient, high-tech solutions are installed at some of the country’s most prominent public buildings, such as Al-Imam Mohammad Ibn Saud Islamic University (Riyadh), Dr. Soliman Fakeeh Hospital (Jeddah), and the Saudi German Hospital (Dammam).

To create a bridge with Saudi audiences, W7Worldwide devised a corporate communications strategy and platform for ASJC that would humanize the brand and tie in with local sentiment and priorities, such as national pride – Al Haram, local manufacturing & skills, environmental concerns, Vision 2030 goals, and technology leadership.

Methodology

As a highly successful company with a long-standing track record in the HVAC sector of providing state-of-the-art HVAC solutions, ASJC wanted to build its corporate profile with relevant Saudi target audiences.

W7Worldwide recognized the significant communications collateral available in ASJC’s high-profile partnerships and case studies, across a range of sectors, such as aviation with its UV-Fend systems, and its ARIQ system for hotels and hospitals, Al Haram etc., that could be deployed to produce a series of timely and compelling localized PR campaigns.  We wanted to tap into direct local priorities around the pandemic, the environment, technology innovation and the Vision 2030 socio-economic transformation.

At the heart of our communications strategy for ASJC was the consistent message of a global market leading Saudi company that deploys local talent to develop world leading building management products and solutions.

Given the technical nature of ASJC’s building management products and solutions, we focused particularly on producing creative content that would be easily understandable and highlights the benefits of the company’s systems and cutting-edge technology.

Impact

W7Worldwide has transformed ASJC’s corporate communications strategy and worked towards associating the company with sustainability and a deeply rooted history of developing and providing the most cutting-edge, energy efficient building management solutions.

We met the objective of reaching trade media to target specialized professionals, clients and those who are interested in the sector in Saudi Arabia.  The company was positioned as a truly local company that has developed its own solutions based on the specific market needs and requirements.

The exercise had a strong impact on the brand, positioning ASJC as industry leader, having handled some of the most important projects for the Kingdom.  SEO results now feature ASJC in the top search results on the first page of Google under key words such as Al Haram, Makkah Cooling, HVAC and others in Arabic and English.

81 Clippings

47,000,000 Impressions

Clippings