2018 Winners & Shortlists

The Campaign

Instead of being tactical and glorifying the app’s functions we decided to go for a different angle. We wanted to give our audience a credible “reason why”. We took the challenge of finding a unifying insight that everyone relates to when commuting in Dubai. Since most people came to Dubai to achieve and not waste time, there was one need that unified all commuters - the constant search for a smart shortcut. It’s what inspires us to take one route versus the other, trying to outsmart the system every day. That’s how “Every day, a smarter way” was born - the overarching concept that reframed the functional nature of the app into the go-to place for smart commuting solutions.

Creative Execution

Bringing the idea to life revolved around getting brand awareness about the first integrated mobility app via a variety of touchpoints. Touchpoints included branded content displayed through out of home solutions in key metro stations, as well as branded wrap for Dubai Taxis and buses. We placed promoters in key metro stations to engage and interact with the target audience. We also decided to strategically launch S’hail at the Gitex Trade show to leverage on local and international media exposure, as well as present the app’s innovative features. We developed an interactive microsite and implemented an online digital media campaign, paired with a paid social media campaign on Facebook, Instagram, Twitter and Snapchat. PR activities involved radio and TV interviews with relevant local and international media press.

Describe the success of the promotion with both client and consumer including some quantifiable results

S’hail has reached over 100k downloads in less than 3 months. It became the Nº1 transportation app in Dubai, helping people find a smarter way through the city. This culminated in a 10% reduction in average commuting time. Sheikh Hamdan proudly introduced S’hail to the world during GITEX as part of Dubai’s smarter city agenda.

Explain why the method of promotion was most relevant to the product or service

When you look at S'hail through an extrinsic lens, the benefits would represent a smoother and simplified commuting experience. So we used the different channels in pain-point areas to demonstrate that smoothness. Our digital screens gave guidance on the go, helped plan trips, and were used as a channel to access wifi that allowed download of the app on the spot.

We approached our communication strategy by applying the principles of pain-point planning. We realized that in an overly cluttered commuting environment, our target audience might not be so receptive to traditional media. So we decided the pivotal approach to drive influence was by bringing content within a relevant context with the help of innovation. We put the app right in front of those who needed to travel smarter - locals and tourists alike. As a result, we distributed our channels in hotspot areas where congestion was high - where the commuting struggle was real. We created interactive screens that gathered real-time data of traffic conditions, compared routes, communicated fares and recommended the smartest means of transportation. A small taste of the app experience led to instant downloads via free WIFI.