Dubai Municipality - Innovation in Paid Media Planning & Management

Company: دولة الإمارات العربية المتحدة-بلدية دبي-إمارة دبي
Company Description: تُعدّ بلدية دبي من أكبر المؤسّسات الحكوميّة في دولة الإمارات العربية المتحدة، والمؤسّسة الرائدة والمُحرّكة لنمو إمارة دبي وتطوّرها، سواء لناحية الخدمات المبتكرة التي تقدّمها أم لناحية الأنشطة والأعمال والمشاريع الكبرى التي تنفّذها وقد أثبتت بلدية دبي عبر السنوات تميزها في إدارة ستة قطاعات حيوية ساهمت في جعل دبي ضمن مصاف المدن العالمية الأكثر تقدماً و استدامة.
Nomination Category: Marketing Categories
Nomination Sub Category: Award for Innovation in Paid Media Planning & Management

Nomination Title: Food Watch smart hub marketing campaign

Dubai Municipality has developed a unique digital platform that guarantees high quality in all food and nutrition safety operations under the title "Food Watch" system, which contributes to facilitating the exchange of information between regulatory authorities, food establishments, service providers, as well as consumers. It enables all stakeholders in the food chain to be connected to a unique digital network and works to reduce costs by reducing the frequency of record-keeping.

The target audience are food provider companies, citizens living in Dubai and corporate Food audit companies. As mentioned, the main goal was to encourage people to use the apps and fulfill their needs through reaching them. The marketing plan – attached has many components such as media , marketing, relations, channels and costs in AED. Marketing section team has been keen on choosing the appropriate means for this digital platform by implementing a digital promotional video that is published on one of the most prominent marketing and social channels affiliated with the department's accounts so that its results are used in the promotion process, and this article provides awareness and clarification of the importance of this platform and its role in facilitating Its customers through the latest modern technologies that suit all groups, users and consumers in the food chain.

A set of marketing objectives have been set for the campaign:
• Introducing the platform
• Raising awareness of the platform’s use and its benefit to companies operating in Dubai
• Reaching out to the segment of merchants and food dealers of consumers and users

Budget

The video, which was published on all Dubai Municipality social media channels (Twitter, Instagram, Facebook, YouTube and LinkedIn), targeted ages from 25-65 years, and impressions of more than 200,000 people, with a click-through rate of 49%.

The Food Watch campaign was one of the successful campaigns under the circumstances of Covid 19, as it was the ideal electronic platform for all food dealers from companies, restaurants and delivery companies, and it was a major reason for the success of this system and its activation, especially through the services it provides without the need to personally attend to complete the transaction on the one hand. On the other hand, it was easier for the supervisory institution to shed its light on the inspection and control system during the pandemic period, and choosing social media channels that were in this period an effective primary source for receiving information led to another reason for the success of the campaign, which targeted all targeted segments of food establishments, restaurants, individuals and food supervisors. As these means facilitated the selection of the slide and sample, and the appropriate method for awareness was sent, which resulted in a visit in the number of subscribers and a great interaction on social media channels, and that is what the results of the campaign showed

Despite the pandemic circumstances, the department was keen to implement the directions of the Dubai government regarding precautionary measures in the various facilities and services provided by Dubai Municipality. However, the circumstances of the pandemic were an opportunity to promote the department's smart digital services, the most prominent of which was the digital platform, as this platform provides all services and facilities to dealers in the food chain field. Time and effort and providing all services to a large segment of customers, whether they are company owners, consumers or food dealers.