2010 Winners & Shortlists

Results and Effectiveness

In just 20 days of the campaign we generated • 7,750 visits • 14, 175 page views • 64% bounce rate • 1 minute 42 seconds average time on site • 92.5% new visits • 2,967 downloads of the report • The microsite is still attracting an average of 200 visits per month

Creative Execution

During WEF in Davos, DH dedicated a section on its website for delegates to post and answer questions and give opinions on the current economic crisis. Promoting the site through banner advertising, we were essentially creating a virtual round table discussion. The Economist Intelligence Unit were then commissioned to research the most talked about subject via an online survey – ‘Risk and Regulation: A New Era of Capitalism?’ The result: a 12 page published report of survey results, case studies and qualitative analysis from high-level executives and independent experts, launched at the second WEF in Jordon. Finally, the report was launched in both The Economist Intelligent Unit website and a unique Dubai Holding branded Microsite (www.capitalism09.com) that encouraged more consumer engagement and discussion. The Campaign was also supported by an international online campaign which included sponsorships on major business/news websites.

Insights, Strategy and the Idea

Post the economic crisis, investors have lost credibility in the world financial system and especially after the fall of the world largest and most credible corporations. What seemed to be clear before is no longer clear, everyone is waiting to see what the new order would look like. Dubai Holding (DH) wanted to leverage its association with the World Economic Forum (WEF) forum to major international markets and communicate ‘credibility’ in turbulent times among its audience of investors, senior management and politicians. Our idea was to use the two WEF forums (Davos & Jordan) to lead the way, share key insights and opinion, whilst maximizing exposure for Dubai Holding.