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INTRODUCTION TO RIJOSH + DABO & CO BACKROUND ON RIJOSH KEY TECH CLINTS
Today I am going to talk you about the launch of nokia Asha Through this case study I wanted to share some insights on how we can create buzz about a tech product launch story with non tech media. Why is it different, its challenges and end results?
So.. What’s the story…. It was the launch of Nokia Asha. Ask Audience about Asha Explain Asha – what it means, target audience (entry level smartphone – 200 dirham internet enabled phone)
So it needed a campaign that engaged with a new pool of media that we had never engaged with in the past. Its developing a campaign that would attract attention among the media consumed by this target audience. This story required a campaign that went beyond traditional press activities. It needed stakeholder engagement activities that connected the brand on both a social and emotional level.
What most people forget is the importance of research for a PR campaign. Research was the most fundamental part of this campaign that helped us pin down the pulse points of the target audience. How did you do the research What you found How it influenced your campaign development
For only the price of the banner ads, AED 180,000 per year, ATIC is able to play a strategic role shaping content development to tell in-depth stories highly-relevant to our core audience.
MEPRA Connect Breakfast
PR in the Technology Sector
Thursday 22nd May 2014
Facebook: Middle East Public Relations Association
• Rijosh Joseph, Senior Account Manager, DABO & CO
• Sarah Campbell, Head of Brand, Communications and
Digital, Philips Middle East and Turkey
• Laurie Doyle Kelly, Head of External Relations, Group
• Launch of Nokia Asha range in the Middle East
• Campaign objective
• Target audience
• The key challenges
• Using research to build a 360 degree campaign
• A public driven campaign
• Impact full business results
• Bringing ‘hope’ through mobile connectivity to low-income individuals
from the sub-continent and Philippines
• Community connection
• Going beyond tradition media
• Connecting with the right media
• Public activation
• Research enabled DABO & CO to develop a campaign that went direct to
Nokia’s target audience
CAMPAIGN: NOKIA ASHA – “DON’T MISS OUT”
Press conference Radio
Manila 365 Cricket Onam Festival
Philips Middle East & Turkey
May 22, 2014
Technology through Stories
2 May 22, 2014 Philips Middle East & Turkey
My journey in technology PR
• My first job in PR began in 2002, promoting multi-function printer, fax and copy machines.
– I learned fairly quickly media weren’t very interested in how many color or black and
white pages could be printed, faxed or copied per minute.
– In fact, I didn’t really know who my end audience was at all.
• In 2014 I moved to Philips, focusing on consumer electronics. It was much easier to call the
same journalists and tell them about the wattage or bass of the boom box or the latest
pixel technology of the television.
• We did not spend anytime on the “other” parts of the Philips business, Lighting and
Healthcare. There was little understanding of how B2B PR could benefit the business, but
soon I found out it was not only more interesting, but also much more valuable.
• The story of Petra, changed forever my view of the importance of telling a story over selling
a list of features.
3 May 22, 2014 Philips Middle East & Turkey
Petra getting ready for her CT Scan
4 May 22, 2014 Philips Middle East & Turkey
Petra safely in the CT Scanner
5 May 22, 2014 Philips Middle East & Turkey
The CT images that saved Petra’s life
9 May 22, 2014 Philips Middle East & Turkey
Syndication via Reuters took Petra around the world
• Stories for Petra were featured in:
– New Zealand
– And many more…
16 May 22, 2014 Philips Middle East & Turkey
Key Learnings from Petra to follow
• In B2B Communications your
first role is create awareness for
a brand and understanding how
our audience digests
• Technology communications is all
about telling stories of impact.
• Focus on how the technology
improves lives – features may
drive sales at the counter, but
customers look for brands that
• Move fast when you have good
opportunities and use your
media connections, no matter
what field of journalism to gain
• Enjoy the successes, because
there aren’t many Petra’s out
Shaping the Technology Conversation
A Case Study in Telling a Challenging Story in an
Laurie Doyle Kelly
Head of External Relations
What is a semiconductor?
A chip? A square? About the size of a thumbnail; “in computers, right?”
Few understand how this device has fundamentally reshaped the human
condition. Smartphones, computers, cars and aircraft, each has tens to thousands
of semiconductors processing the data that enables our world to function. Remove
the semiconductor, and modernity grinds to a halt.
Who cares? And Why?
Mubadala owns the world’s second largest semiconductor foundry,
GLOBALFOUNDRIES, with eight manufacturing centers in Europe, Asia and North
America. We also invest significantly in research and talent development within
Abu Dhabi, laying the foundations for the Emirate’s future advanced technology
In a media landscape dominated with tech stories about the latest gadget or app –
what the readers care about most -- little is said about the hardware enabling it all
to function – nor the talent and innovation needed to drive progress. This
landscape provides a skewed context – especially in Arabic media - undermining
our stakeholders’ understanding of our company, our potential impact on the
growth of the UAE economy and the development of this nation’s human capital.
To effectively tell our story, we had to go beyond just talking about ATIC and semiconductors. We needed to
take an active and strategic role shaping the technology conversation. We identified Abu Dhabi leaders and
influencers as our clear priority audience and Abu Dhabi Media, therefore, as the ideal entity to partner with in
driving content development. We understood that content would need to align with three main criteria in order
to be effective:
Thoughtful Understandable Consistent
Providing timely and relevant
analysis on subjects readers were
actively interested in.
Utilizing mediums such as
infographics and relatable
commentary to convey key
Not something read once or
twice, but regular content readers
come to rely on.
In partnership with Abu Dhabi Media Company, we
curated two Business pages per month, one in Al
Ittihad and one in The National, focusing on
intelligent and relevant technology analysis.
Using our industry knowledge and contacts, ATIC
recommends subject matter and facilitates the
majority of interviews. To shape the most thorough
technology analysis possible, we even arrange
interviews with our asset’s competitors. When the
journalists need support, we’ll conduct the
interviews ourselves, draft feature content and
Quality Arabic is a key target for us. It is the
language our stakeholders read and where we
collaborate most closely with journalists to curate
thoughtful and engaging analysis. What we’ve
helped The National to enhance, we’ve worked with
Al Ittihad to essentially build from scratch.
In the page’s first six
months (Jan-Jun) ATIC:
additional 6 interviews
Drafted 3 features
Arabized 10 articles
Anatomy of the Page
Value in AED
We get We buy
Each page consists of:
• Deep-dive feature
• Personal industry voice (Op
Ed or Q&A)
Leveraging the Relationship
It is difficult to adequately convey the true scale of our asset, a 13,000-
person, $14+ billion dollar company with major manufacturing centers in
Singapore, Germany and New York.
The collaborative relationship built with ADM through the Tech Page, along
with the industry interest the page has generated, enabled us to organize
media trips to every single one of GLOBALFOUNDRIES’ manufacturing
centers. Without the page, media commitment for such extensive travel
would have been unthinkable.
The vast majority of content resulting from these tours was not printed on the
sponsored pages, leveraging the Tech Page relationship to tell a core element
of our story prominently and broadly across the papers.
Our close collaboration and commitment to quality delivers significant results, both for ATIC and
ADM. For ADM, the page helps provide readers with a deeper understanding of this critical
Mustafa Alrawi, Business Editor, The National:
"ATIC's support of The National's technology coverage has
been invaluable in helping provide a 360 degree
understanding of how the sector is supporting the growth of
the UAE economy and the development of its precious human
capital. Articles covering medical technology, innovation,
research & development, Emirati talent and the outlook for
technology investment have given our readers unparalleled
insight into how advancing technology in the country can
provide a higher quality of life and greater prosperity for all
who live here. This is a great example of how different local
institutions can work together for a common purpose at the
Rasha Tubeileh, Business Editor, Al Ittihad:
“ATIC’s Technology Page adds significant quality reports for our
readers about the role of advanced technology in transforming
everyday life. Each month, the page presents stories that focus
on a particular sector like healthcare, automotive, education, in
addition to a special focus on UAE success stories in the
technology sector through interviews with those shaping the
future of Abu Dhabi’s technology industry. Some of the stories
published in the tech pages were considered among the most
read stories on Al Ittihad’s website, especially Emirati success
stories. The Technology Page has also further introduced the
readers to the semiconductor world and the role Abu Dhabi is
playing globally through building GLOBALFOUNDRIES.”
At ATIC, we see a distinct growth in industry understanding amongst our
core target audiences: senior Abu Dhabi leaders and influencers – most of
whom regularly read Al Ittihad.
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