Stay In, We’ve Got You Covered

How an integrated digital-first campaign inspired the community to engage in Smart Dubai’s online services

The COVID-19 pandemic made people wary of visiting crowded public spaces, including service centres. They also looked for ways to avoid using physical paper documents and cash money.

Smart Dubai, the government entity tasked with Dubai’s smart transformation, saw the opportunity to highlight its digital service infrastructure. But how was the message to be communicated effectively in the thick of the pandemic?

The Big Idea

We worked with the Smart Dubai team to launch a 360-degree communications plan and campaign titled ‘Stay In, We’ve Got You Covered’.

It familiarised the public with digital services that were already available via Smart Dubai and promoted their use.

The campaign focused on carefully curated interviews in local and international news outlets. In just one month:

• 3 press releases were distributed in Arabic and English
• 18 interviews were arranged with Smart Dubai spokespeople
• 4 Infographics were created to support the programme
• The agency scripted 3 videos, aired on social channels and media outlets

IMPACT

Driven by strong media coverage, Smart Dubai reported a total of 245,000 transactions worth AED115 million (US$31 million) during the campaign (from mid-March to April 10).

PROUD RECOGNITION

At the 2021 SABRE EMEA Awards, ‘Stay in, We’ve Got You Covered’ was short-listed as Best Campaign in the Middle East