2020/2021 Winners & Shortlists

Background

Situation Lack of awareness among consumers on how to understand the details of their electricity and water bills to better manage consumption. Customers never had an option to compare their usage with similar homes in their neighborhood and it was a difficult task for them to spot internal water leakages resulting in wastage. Brief Develop a comprehensive campaign to launch the “Smart Living” initiative which encapsulates DEWA’s unremitting efforts in educating and empowering its customers on how to maintain a smart & sustainable lifestyle. The new initiative is a unified platform which will empower customers to monitor, compare and control their electricity and water consumption in real time and thereby adjust their behavior & conservation habits accordingly Objectives Create awareness and educate Dubai residents about the Smart Living Initiative. Optimize Engagement across all platforms to allow users to engage with the campaign and thereby empower them to use the Dashboard

Describe the strategy

TG 1: Residential A segment that has the highest seasonal variation in Electricity and Water consumption. Was important to educate them on reasons for high consumption and empower them with solutions for Seasonal variations and Sustainable Living. TG 2: Technophiles They are advocates of contemporary living and show a keen interest in evolving technology, likely to be more receptive to communication related to new tech for households and keeping consumption under control digitally. Multi Phased Approach: Phase 1: AWARENESS & EDUCATION - Educate consumers about My Sustainability Living Program - Help them Understand their bill - Educate them about the reasons of High Consumption Phase 2: EMPOWERMENT - Empower them use the Smart Living Dashboard - Help them Set Consumption Limits and Get Alerts - Offers on smart appliances from DEWA Phase 3: SMART LIVING LEAGUE - Community engaging competition with 18,000 + participants and 2071 winners across 3 stages

Describe the execution

Influencer Activations: Built advocacy around Smart Living by building on reputation by credible/known sources, influencing the target audience at scale, transforming the Smart Living League as a viral task to undertake . Radio: Create mass awareness amongst residents via reach and frequency campaign. Radio competitions to enhance interactions and engagement. Social Media: Bidding strategy aimed at reaching out to maximum Residents via a reach and frequency model initially. Re-Interacted with Users that have expressed interest and engaged with them through customized messaging during phase 2. Digital targeting: Core Audience using Native, GDN, Programmatic for contextual and behavioral targeting. Remarketing, Lookalike and Deep linking for re-engagement. Online group expeditions targeting technophiles Collected the Audience Insights and Characteristics by accessing largest Groups across social media related to our Target Audience, leveraging on content from DEWA owned channels. These signals were utilized to generate relevant lookalikes to be targeted through paid media.

List the results

• Smart Living initiative is shortlisted for Hamdan bin Mohammed Award for Smart Government 2020 • Saved 179.5 million kilowatt-hours in electricity production. • Customers saving upto AED 52.6 million. • Reduced CO2 emissions by 15,643 tons per year. • Saving 67.7 Million Gallons of water in production. • Raised customer satisfaction to 98% • 92% achieved in level of trust from customers. • 1.18 Million individuals reached through an integrated radio campaign • 4.15 Million Individuals reached through Social Media • 5.84 million individuals reached through targeted Digital Display campaigns