The challenges

Active (Digital. Marketing. Communications) has been working closely with NETSCOUT Arbor’s team in the Middle East since January 2018 to develop and implement social media campaign that will help them…

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The objective

To showcase how Xerox’s new products and solutions were here to future proof the workplace – specifically when it comes to working millennials with a campaign targeted towards the people responsible for employing them and organizing their workspaces.

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The challenge

The Institution of Occupational Safety and Health (IOSH), the chartered body for health and safety professionals around the world, came to Active DMC with a challenge: they needed to create awareness for the risk of using asbestos in constructing buildings.

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The challenge

Pharmakeia, an innovative and first of its kind wellness luxury concept, was opening its first venue in Doha, Qatar. It was imperative for the brand messaging to avoid all types of “pharmacy” references and to position Pharmakeia’s brand as one of its kind luxury go to retail for all wellness and beauty needs

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ALIBABA CLOUD – LAUNCHING FIRST PUBLIC CLOUD IN THE MIDDLE EAST

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Skydive Dubai – The highest base jump, the best duo, and a World Record

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Skydive Dubai – Diving into the World Record Books

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Prototype – Appsolutely Digital!

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Digital · Marketing · Communications

ALIBABA CLOUD - LAUNCHING FIRST PUBLIC CLOUD IN THE MIDDLE EAST

 

THE CHALLENGE:

Active (Digital. Marketing. Communications) was commissioned by Alibaba Cloud to drive a communications campaign for the launch of Yvolv, its Joint Venture with Meraas Holding. Yvolv is the first public cloud provider that has its physical data center located in the Middle East region, with its first premises in Dubai.

 

THE SOLUTION:

Active recommended the following approach leveraging 2 key activities:

1.Traditional PR with key media influencers covering the event

2.Digital – live streaming of the event that was broadcast across various social media channels owned by Alibaba Cloud and offered to the relevant online portals in order to maximize the outcome of the launch event.

 

THE RESULTS:

30+ Tier 1 media outlets and key social media influencers covered the event

16 Tier 1 media outlets covered the event (dailies, TV, newswires, trade and tech publications)

70+m impressions

78 original articles and pieces of coverage across regional and international media outlets

PHARMAKEIA GRAND OPENING OF THE LUXURY WELLNESS BOUTIQUE IN QATAR

 

THE CHALLENGE:

Pharmakeia, an innovative and first of its kind wellness luxury concept, was opening its first venue in Doha, Qatar. It was imperative for the brand messaging to avoid all types of “pharmacy” references and to position Pharmakeia’s brand as one of its kind luxury go to retail for all wellness and beauty needs

 

THE SOLUTION:

Active developed an integrated communications strategy that encompassed:

1.Messaging workshop to identify key references that will build strong brand image for Pharmakeia as a luxury leader opposed to a pharmacy or drug store

2.Grand opening event with fly-in of media & influencers from across the region

3.Endorsements from regional celebrities

4.Social Media campaign that created noise and awareness around the store opening with key social media influencers driving positive exposure

5.Ongoing traditional and social media campaign

 

THE RESULTS:

30+ Tier 1 media outlets and key social media influencers covered the event

250K+ impressions

70 mins of SnapChat and InstaStories published by key influencers

74 original articles and pieces of coverage across traditional and digital media

IOSH - Creating relationships with important government stakeholders

 

THE CHALLENGE:

The Institution of Occupational Safety and Health (IOSH), the chartered body for health and safety professionals around the world, came to Active DMC with a challenge: they needed to create awareness for the risk of using asbestos in constructing buildings. With construction in the UAE at an all-time high, this “No Time to Lose” campaign was an important step in preventing potential terminal cancers in the region’s construction workers. Jumping on board with this important public health campaign, Active was quick to respond.

 

THE SOLUTION:

Using IOSH’s upcoming annual conference as our hook, our focus was to deliver an integrated communications approach which focused not only on media, but key external partnerships. We recommended that IOSH partner with a strategic government entity, deepening their local relationships and on-the-ground support and further creating an impactful media approach. We decided to target the Dubai Health Authority (DHA), a government organization that protects public health in the Emirate.

 

THE RESULTS:

Through careful messaging and steadfast follow up, DHA agreed to take part in our media plan as well as participate in the upcoming conference. Together, our work heightened the need for better asbestos control reaching more than 10 million people in the region. Highlights of the media coverage include, interviews in the major construction trade publication Big Project ME and daily newspaper Al Khaleej. The partnership with DHA further expanded IOSH’s reach and deepened the relationship with an important government entity. Overall, the communications approach helped IOSH achieve its goal of creating awareness of the ‘No time to lose’ campaign in the region backed with a strong government alliance.

Xerox: Future-proofing the workplace across the Middle East

 

THE OBJECTIVE:

To showcase how Xerox’s new products and solutions were here to future proof the workplace – specifically when it comes to working millennials with a campaign targeted towards the people responsible for employing them and organizing their workspaces.

 

THE SUPPORT:

Active (DMC) developed a targeted integrated communications campaign across the region and carried out the official Middle East launch event at GITEX technology week 2017, followed by a roadshow of launches across the MENA region – in the UAE, KSA, Kuwait and Oman. Each roadshow consisted of a mix of digital and traditional PR and media relations, launch events, product reviews and channel-focused demo sessions.

 

THE RESULTS:
  • 80% of all the coverage originated from Tier 1 media
  • The share of voice grew steadily from 47% to 65% at the completion of the campaign
  • 6 ConnectKey workplace assistants reviewed by regional traditional and social media influencers
  • 24M people reached through targeted integrated communications campaigns

NETSCOUT Arbor: SOCIAL MEDIA PROGRAM IN THE MIDDLE EAST

 

Active (Digital. Marketing. Communications) has been working closely with NETSCOUT Arbor’s team in the Middle East since January 2018 to develop and implement social media campaign that will help them:

  • Increase engagement with target audiences across digital channels
  • Position NETSCOUT Arbor as an opinion leader in DDoS and broader Cybersecurity sectors
  • Position NETSCOUT Arbor’s regional head as one of the industry opinion leaders on Twitter

 

SM MEDIA PROGRAM FRAMEWORK:

Active DMC has designed social media program that includes following elements:

  • Posting of organic content generated from NETSCOUT Arbor’s owned and earned channels in English and Arabic
  • Industry news content in both languages
  • ‘Click to tweet’ content for the regional team leader on the daily basis
  • Regular community management
  • SM posts’ sponsoring and competitions to increase page following and posts’ engagement

 

THE RESULTS:
  • 200% YoY organic followership increase on Facebook
  • 232% YoY organic followership increase on Twitter
  • 413K average organic social media engagement across Facebook and Twitter per year