Dubai has a clear vision to become the smartest city on earth through the use of innovative technologies and future-thinking initiatives. Mobility is a key dimension in that vision.

However, transportation in Dubai is becoming more bustling by the day, with a historic 275million rides recorded in Q1 2017. This makes it the most congested city in the Middle East.

Our job was to simplify the situation by introducing a new app called S'hail - an integrated mobility platform that allows commuters to plan, manage and book their journeys more efficiently. S'hail is a local app with no international credentials and with an unfamiliar name amongst non-Arabs. Add to that the various functionalities that the app offers which needed explanation. So how could we position S'hail as the smartest companion for anyone looking to move around Dubai?

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 was to drive influence by bringing content within a truly relevant context - with the help of interactive innovation. We put the app right in front of those who needed to travel smarter - locals and tourists alike. As result, we distributed our channels in hotspot areas where congestion was high, and 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.

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.