2022 Winners & Shortlists

Background

NEOM is a bold and audacious vision of what a New Future will look like (in fact, NEOM means “new future”). It is something that has never been done before at a time when the world needs fresh thinking and new solutions. NEOM will be a destination and a home for people who dream big and want to be part of building a new model for exceptional livability, creating prosperous businesses, and new ways of looking at sustainability. NEOM will be an accelerator of human progress. Our goal is to create a Digital Consolidated Model for NEOM through the NEOM.com platform, that will combine content performance, visitor engagement, site performance and technology effectiveness.

Describe the strategy

A methodological thought-process and data-empowered CX approach to build a world-class digital platform that represents NEOM; an accelerator of human progress that will embody the future of innovation in business, livability and sustainability throughout 14 sectors and 6 key TA’s. In nutshell, our strategy was pivoted around ‘data fueling creativity’. It started with in-depth discovery sessions to arrive at the business needs, and then audience understanding research track which led to the development of empathy maps and revealing the pain and gain points, in addition to product testing, heatmaps and user surveys which all inspired the creation of a successful digital customer journey. Yet, understanding key TA’s is not enough to summon the brand personality within the right context across all touch-points. Aesthetically, dots were connected between the brand, context, and audience to land on the sweet spot that provoked the creation of the right ‘appeal and feel’ of NEOM.

Describe the execution

Scalability was baked into the NEOM.com project from the start. From its humble beginnings at the end of 2020 as a single page teaser (Minimum Lovable Product) to the web experience it is today, we built a continuously growing library of reusable elements which in turn are used to create unique components for beautiful experiences. We also uplifted the game by involving from end to end international talents located across 4 continents who are experts in their domain, and by following the agile methodology framework with a 3 weeks sprint, allowing flexibility and high-end delivery for a unique NEOM.com experience.

List the results

400+ pages across 10 languages. 13.2M visits in 2021 which is 800% vs Year-to-date 2020. More than 110 M impressions in less than 4 hours for our last launch. +9.1M Digital interactions on NEOM.com including triggered events. +4M user-acquisitions received on NEOM.com with 16% retention. 4,981,358 sessions, accumulating A total of 95,476 hours 69sec on NEOM.com. 42,773 business leads generated.