Dubai Municipality
Open Data
Open Data
Overview
Organization name: Dubai Municipality
Type of organization: Dubai Municipality is a governmental organization responsible for urban planning, development, management, and various public services within the city of Dubai.
Size of organization: Dubai Municipality is a substantial governmental body with multiple sectors and agencies dedicated to diverse areas, including urban planning, environmental sustainability, public health, waste management, and more.
Products and services: Dubai Municipality provides a wide range of public utility services aimed at improving the quality of life in Dubai. These services include urban planning, waste management, public facilities management, environment and health services, historical preservation, recreational facilities management, and more.
Customer base: The services offered by Dubai Municipality are designed to benefit the entire population of Dubai, including residents, businesses, visitors, and stakeholders within the community.
Key Stakeholders
(a) Government Authorities:
Dubai Municipality collaborates with various government entities to ensure efficient urban development and regulatory compliance.
(b) Businesses and Organizations:
The Municipality's services impact businesses and organizations through regulations, permits, and support for sustainable development.
(c) Residents and Visitors:
The services provided directly affect the daily lives and experiences of the city's residents and visitors.
(d) Environmental Organizations:
Dubai Municipality's environmental initiatives and sustainability efforts involve collaborations with relevant environmental organizations.
(e) Tourist and Hospitality Industry:
The maintenance of public spaces, facilities, and landmarks directly influences the tourism and hospitality sectors.
Dubai Municipality is committed to providing Open Data through its Smart Portal, promoting transparency and accuracy. This initiative is aimed at fostering human development, encouraging public participation, and raising community awareness and happiness. The ultimate objective is to contribute to the realization of a smart city vision for Dubai.
What Dubai Municipality was looking for?
Before launching the campaign to promote its latest open data initiative, Dubai Municipality had specific goals in mind.
They aimed to raise awareness about the availability of open data through their Smart Portal, fostering transparency and trust while encouraging active engagement from the community. By complying with relevant regulations and emphasizing proper data attribution, the municipality sought to ensure responsible and ethical data usage.
Their campaign aligned with Dubai's smart city vision, aiming to contribute to a digitally advanced urban environment while emphasizing individual and collective well-being.
The overarching objective was to empower residents, visitors, and businesses to utilize the provided data for informed decision-making and innovative projects, ultimately contributing to the growth and development of the city.
Campaign Strategy
Challenge:
Dubai Municipality faced the task of launching an open data campaign across Google Display, Facebook, and Instagram, aiming for significant reach, impressions, and clicks. Catering to bilingual audiences in Arabic and English, specific KPIs were set for each platform, such as Facebook, Instagram, Google Search Ads, and Google Display Network. The campaign's mission was to educate users through data-driven insights and empower them to make informed decisions.
Our Approach:
We adopted a comprehensive multi-platform strategy, spanning four distinct campaigns targeting diverse aspects of Dubai's open data. Ensuring equal focus on both languages, the campaigns covered general open data insights, parks and recreational facilities, iconic landmarks, and construction data. Running within specific time frames, our approach employed Facebook, Instagram, Google Search Ads, and Google Display Network Ads to maximize reach, impressions, and clicks. Each campaign was designed to ignite curiosity, promote exploration, and underscore the analytical potential of available data.
Our Solution:
Our solution was a carefully orchestrated campaign structure that strategically engaged the target audience. By crafting tailored ad creatives for each campaign, we effectively catered to the varied interests within Dubai's dynamic community. Through eye-catching visuals and concise messaging, the campaigns effectively conveyed the value of open data for informed decision-making. Spreading campaigns over a month allowed us to maintain a consistent presence while spotlighting different dimensions of open data, all the while keeping messaging pertinent and impactful.
Impact:
The impact of our campaign was profound. Over the defined timeframe, we not only met but surpassed the promised KPIs. Facebook, Instagram, and Google platforms all demonstrated impressive reach and impressions, and the ads generated a substantial number of clicks, reflecting robust user engagement. Our campaign succeeded in not only raising awareness and driving traffic to the Smart Portal but also kindling a genuine curiosity for data-driven insights within the community. By delivering valuable information through captivating visuals, the open data campaign played a pivotal role in Dubai Municipality's mission to enhance public participation, transparency, and the city's transformation into a smart and data-driven urban hub.
Audience Strategy
Our open data campaign employed a strategic audience segmentation approach to effectively engage Dubai's diverse community. We divided the audience into Arabic and English speakers, tailoring content to cater to their language preferences. For the Arabic-speaking segment, we emphasized local values and community engagement, while the English-speaking audience received messages highlighting Dubai's global advancements and data-driven opportunities.
Metrics Promised VS Result Metrics
Our campaign set ambitious goals for a 30-day duration. We aimed to achieve significant reach on Facebook and Instagram, with substantial impressions across platforms. Click targets were established for social media and Google Ads to ensure meaningful engagement and measurement. Dubai Municipality initiated a comprehensive open data campaign spanning Google Display, Facebook, and Instagram. The focus was on broadening reach, creating impressions, and driving clicks. Specific KPIs were tailored for bilingual audiences (Arabic and English) on each platform. The campaign covered various facets of Dubai's open data, encouraging exploration and informed decision-making.
Key Visuals
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