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Advertising Buzz

Capitalizing RTA-Dubai Metro Network

Comments

Opportunity set

Legend

Prerequisites and Extensions

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Metro Lines: Deployed:

◦ Red line: Rashidiya to Jabal Ali (Main City center)

◦ Green line: Etisalat to Creek Proposed:

◦ Blue line: Dubai International airport to Al Maktoom International airport (Jebel Ali)

◦ Purple line: Dubai International airport to Al Maktoom International airport

◦ Yellow line: A light rail operation

Insights-RTA-Dubai Metro

Source: http://bit.ly/1l35c2H

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Insights-RTA-Dubai MetroUsage Patterns:Usage increasing at an average of 30%

Per day averages

First 2 days

First week

First 4 months

May-10

Oct-10

Q1 2013

Apr-13

Apr-14

Full operations

0 200000 400000 600000 800000 1000000 1200000 1400000

As the adaptability of Dubai Metro is increasing, so does the opportunity exists for the advertisement agencies to take advantage from.

Source: http://bit.ly/1q5UFG1

Insights-RTA-Dubai Metro

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Busiest stations:

Green line Red line

April 2014

Source: http://bit.ly/1jlCKnk

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Insights-RTA-Dubai MetroService Classes:Gold (VIP) class • 1 car• 18 seats

Women and Children class • 1 car

• 12 seats & 3 Flip up chairs

Silver class • 3 cars• 25-27 seats

Sources:http://bit.ly/1s7cEO6http://bit.ly/1qxk4FThttp://bit.ly/1hKDKWX

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Insights-RTA-Dubai MetroService Class-Fares:Note: Number represents Zones.

Tiers:• Tier 0 less than or equal to 3 Km• Tier 1 starts and ends in the same

zone• Tier 2 starts in one zone and ends in a

neighboring zone• Tier 3 exceeds two zones

Gold class have double the fares to that of the Regular class.

Disabled people can travel for free in the Regular class.

Students and Senior citizens can travel at half the rates in the Regular class.

1 day and 30 days discounted tickets are offered in the Regular and Gold classes.

Source: http://bit.ly/1loRPsj

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Insights-RTA-Dubai Metro

Statistics and Effects: 20% of Dubai Metro passengers own

personal cars but instead choose to ride by the metro as part of their daily travel.

20%

80%

Own a car

Do not own a car

7% of the locals travel by Metro. These locals are more car oriented as their homes are far from the metro.

7%

93%

Travel by Metro

Do not traavel by Metro

Sources: http://bit.ly/1loRPsjhttp://on.ft.com/1jlDk4m

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Insights-RTA-Dubai Metro

Statistics and Effects: The metro’s introduction has boosted

public transport’s share of passenger journeys in Dubai only from 6% in 2006 to 8% in 2011.

Year 2006 Year 20110%1%2%3%4%5%6%7%8%9%

Property prices near the Dubai Metro have risen in the past and experts believe they are set to do so again as the network is extended ready for Expo 2020.

Jonathan Fothergill, Head of Valuation UAE, at Cluttons Middle East, told the Arabian Gazette,

“Connectivity is a challenge in a city that expands as rapidly as Dubai, but the Dubai Metro has been instrumental in linking communities and improving the lives of commuters by providing an alternative to our busy highways.”Sources:

http://on.ft.com/1jlDk4mhttp://bit.ly/1laYXnF

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Problems-RTA-Dubai Metro Elderly people, women and children find it very

difficult to use the Metro during peak hours.

[November 29, 2012] Account of a foreigner travelling via Dubai Metro:

“We took a very long ride from one end to the other, well over an hour. During that time we saw an elderly gentleman and a pregnant woman and her husband wait at least 30 minutes for someone to give them seats! Meantime, teenagers would slip into empty seats quickly as people vacated, leaving the "more needy" passengers to continue to stand and wait.” Local Arabs – who make up some 20% of Dubai’s

population – can also be reluctant to mix with Dubai’s working class (i.e. Indians, Pakistanis and Filipinos)

PEAK HOURS

6.30 a.m-8.30 a.m

12.30 p.m-2 p.m

5.30 p.m-9 p.m

Sources: http://bit.ly/1jlDzMOhttp://on.ft.com/1jlDk4mhttp://bit.ly/1ipB77Phttp://bit.ly/1hKDKWX

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Insights-Dubai

Population:2013

2017 6.4%

increaseannually2.1 million 3 million

Working hours: Standard timings 9 a.m-5 p.m. Most organizations take Saturday as

the second day of rest, although some more traditional businesses take Thursday.

During the holy month of Ramadan, working hours in all organizations are shortened by at least two hours.

Sources: http://bit.ly/Uv0VdHhttp://bit.ly/1hQ7rpG

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Insights-Dubai

Locals/Nationals: Tend to live as

extended family groups

homes and villas outside city cores

Have households of six or seven members.

Singles: Recent financial stress

has resulted in more expatriates moving their families back to their native countries contributing to a rise in single households.

Households:Professional Expatriates: Live in rental apartments

within the cities More are moving toward

home ownership Have households of three

to four.

Expatriate Laborers: Recent financial stress

has resulted in more expatriates moving their families back to their native countries contributing to a rise in single households.

Source: http://bit.ly/Uv0VdH

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Insights-Dubai

Food and Restaurants:Approximately 50% of U.A.E. residents are eating takeaway meals at home at least once a week. This is evolving beyond picking up a fast-food meal or sandwich from the convenience store, to a more restaurant- oriented meal.

Asian Laborers:Prefer quick service restaurants centered on their national cuisines.

Professional Expatriates:Demand for more expensive and quality restaurants focused on global cuisines.

Youngsters:Western-based fast food chains such as McDonald's, Burger King, Pizza Hut, and KFC are household names.

Source: http://bit.ly/Uv0VdH

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Insights-DubaiStudy on children:

Asian children spend less time playing compared to those of Arab and Western expats.

Close to 40% of the children prefer spending time on games played on personal devices.

This also infers the dependence on these games by 70% parents in an endeavor to keep their children entertained. 30% of parents are not aware of the games played by their children on these devices.

In terms of Parental engagement with the child, the incidence of fathers playing with their child is 7%.

Mother tends to spend almost 27% of her time thereby maintaining the main role in her child’s development.

Source: http://bit.ly/Uv0VdH

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Insights-Dubai

Tourism:Through September’13

7.9 million tourists

Peak seasons:Eid:

Guest numbers across five, four and three star hotels had average occupancy levels of 75%, 77% and 87% respectively.

Visitors to Dubai came from the usual wide range of source markets, with the GCC providing more than 42,000 visitors, Europe more than 13,500, and Asia more than 11,500. Other visitors came from the United States, Australia and Africa.

October-April: Key Events:

◦ Camel Racing◦ Islamic New Year◦ Dubai International Film Festival◦ Dubai Shopping Festival◦ Dubai International Jazz Festival◦ Dubai Duty Free Tennis Championships◦ Dubai World Cup

Sources:http://bit.ly/TMdlxghttp://bit.ly/TMdu3G

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Smartphone Usage Stats-MENA

Smartphone users are interested in the ads and respond to them

Stats reported by ddarabia.com show that a big number of people in MENA use their smartphones on the go.

Ads on Smartapps are noticed more as compared to ads on search engines

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Smartphone Usage Stats-MENA

UAE is the highest in Media Usage Frequency with 9.8 times per week for accessing Internet via Desktop/Laptop and 6.8 times per week for accessing Internet via mobile.

UAE market has the most digital marketing potential with 54% followed by Saudi Arabia 39% and Qatar 4%.

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Opportunity SetWho should we target?

Recently, the U.A.E. Government changed land ownership laws to allow expatriates to own a house within specific areas of the federation, creating a boom in home construction.

NatWest’s latest International Personal Banking Quality of Life Report shows Dubai is now number three in the table of nations offering the best quality of life for British expats, behind Australia and Canada. It has risen from the 10th spot in 2010.

“The facts mentioned here and that on Slides 10,14, imply that the Emirati population is and will remain superseded by the pace at which the British, and Asian expats flow into Dubai (as tourists in the short term, or as the working class in long term).

Hence the real opportunity market exists towards targeting the Asian, Western expats and tourists.”

Source:http://bit.ly/Uv0VdHhttp://bit.ly/1s7ecHU

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Opportunity SetAccount of a foreigner travelling via Dubai Metro:

“Most of Dubai’s Metro commuters seem reluctant to take advantage of the many minutes spent between stations by getting stuck into a story. I look at my fellow passengers staring into space, or scrolling zombie-like through Facebook and I think: what a

waste of a great opportunity to learn something, be entertained, enter the mind of another – like all good books let us do.” [August 2012]

Source: http://bit.ly/1pK3L95

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Opportunity Set

Relocating to a new city means meeting and making new friends.  If you have children of school age meeting people is slightly easier but many people relocate to Dubai without kids so that expat has to make an extra effort to meet people. A great way to do this is do join a social club!  There are a variety of social clubs in Dubai from hobby clubs, women’s clubs, sports clubs, etc.  This directory will focus on Nationality specific social clubs as well as women’s clubs.  Nothing better for a homesick expat then to make a few new friends from “home”.

“If you want to be pampered and just feel important, then pay for the meet and greet and enjoy. But if you genuinely need help and assistance, then don't accept that you must pay for it. I found out later there are people at Terminal 3 who are there with signs offering help. There are also Emirates staff, Marhaba staff, cleaners , etcetera. So all you would really need to do is type out and print help requests in English and get the passengers to show these to anyone who has an Emirates uniform or yellow uniform.”-Rinus [25 February 2014]Source:

http://bit.ly/1pK3Zgjhttp://bit.ly/1lg3JFlhttp://bit.ly/1v1pDz0

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1. Develop a solution (capitalizing the problems, and opportunity sets mentioned on Slides 9,17,18,19) that provides value addition to all the stakeholders (i.e. Dubai Metro, Kassab Media, and the passengers)

2. Utilize the current Dubai Metro infrastructure in order to create effective advertising opportunities to help Kassab Media advertise its clients.

3. Ensure passengers’ involvement in order to make it a memorable experience for them.

4. Help develop a theme around the campaign that aligns with the Brand, in order to create a belief structure, around which the brand can center itself around and help it sustain in the longer term perspective.

5. Offer advertisements, and content customized as per the demographics of the passengers travelling by at the given time. This personalization that can help gain the customer, by making him realize the aspect, to which the brand gives him importance; Not as a customer but as a stakeholder.

6. Track down the overall perception of the advertisement within the market among the various segments. Also help track down the advertisement turnover that lead to the actual sales.

The Challenge

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The solution to the challenge is proposed on the expense of technology. The solution ensures a redundant technology approach.

Mobile application SMS (Cross platforms) (Twitter integration and Short codes)

Mobile Technology Platforms

Note:The agency can design an appeal around the idea of downloading the mobile application. The appeal can then be advertised by having them imprinted on the tickets and being displayed in the form of digital screens on the metro entry doors, and/or places adjacent to the ticket issuance counter. This appeal can be created capitalizing the following:• Passenger’s leisure time wasted on board• Unfavorable disputes over passenger seats.

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Proposed Advertising BuzzNote:• Digital screens will be displayed right outside the exit doors of each passenger class.• Advertisements being displayed on the digital screens will vary as per their location,

and as per the demographics of passengers travelling during that time of the day. For example, as per the passenger registrations at Emirates Towers Station , it was found that 65% of the passengers in the Silver class are Indians. Hence, brand preferences of that nationality for that time of the day will be used to display the appropriate advertisement on that digital screen.

• The advertisement will also vary with the time of the year and the area in which it is displayed. For example, advertisements displayed in December (i.e. Peak season), will be targeted towards the tourists.

• A prerequisite for the solution is that the Nationality ID or passport ID should be asked upon issuance of the ticket, in order to get access to the demographics. Moreover social media profiles will be tracked upon by means of the images on the National ID/Passport.

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Proposed Advertising BuzzSolution

This solution can be deployed in all of the passenger classes within the Dubai Metro. The solution will feature a scavenger hunt game. The game will start at one station and end at the next one.

Clues will be pushed out to the passengers’ smartphones and commuters will have to respond back. To be able to respond correctly, commuters have to look at the advertisement screens within the metro carefully to find out the answer of the clues. The answer will be registered; on taking the snapshot of the answer, and then sharing it on the social media. The whole gameplay and points being earned are instantly shared on the social media profiles.

Upon reaching the destination station, the winner(s) will be awarded with discount coupon(s) via SMS or push notifications. Moreover they can be rewarded by any of the means mentioned in Module 2, Point 7.

Solves challenges 1-4

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Proposed Advertising BuzzMulti-brand approach

Commuters will login in the mobile application through their Facebook accounts. The first round of the Scavenger hunt will focus on commuter’s brand equity in order to increase his/her interest and adaptability towards the game. Later on a transaction will be made to brands with low brand equity or those not on commuter’s preference list. Commuters will be passed on clues on their smartphone application. Clues will be in the form of directions to the advertisement board, the commuters will have to get exposure to in order to solve that specific challenge.

This will help bring in impressions to the advertisement boards displayed within the Metro and that on the platform. The more frequent a commuter gets exposed to a certain advertisement, the greater is the probability of his recalling that certain brand and that of him turning out to a potential customer. Brands can be charged on the basis of the number of impressions they want to generate by the virtue of the game.

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Proposed Advertising Buzz

Solves challenges 1-4, 6

Multi-brand approach

The challenges proposed can be one or a combination of the following:A riddle: For example: Find out the object an egg and 3 sticks around it. The commuters will take a snapshot of the answer and upon using the answer picture verification, participant might or might not proceed to the next challenge.

Best selfie: The best selfie along with the advertisement board, such that the picture conveys the brand and aligns with it, will be put on the social media page, and the one getting the most impressions in form of likes and comments within a minute will win the challenge. This will help generate a social media hype, high interaction, help the brand measure the advertisement concepts people like the most, and can thus can help the brand create a more effective advertisement.

Best thing you like: Participants will be required to take the snapshot of the message or picture displayed on the advertisement board which they believe to be the most effective, and upon the votes on the social media website will be declared as winner. This will help the brand find the perception of the masses about their advertisements, and which part of the advertisement appeals the most to them.

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Proposed Advertising BuzzAwards and incentives-Brand wise

The winners of challenges can be incentivized by the end of the game. However the objective is to award the gift to each and every participant in order to motivate them to go through the journey again. Following are some of the ways in which this can be executed:

• Showing directions to the nearest outlet to in order to collect gifts, or suggestions as per the point in time. For example as the lunch hours approaches, Chilli’s Grill & Bar outlet directions can be showed on the smartphone screen . As per the number of calories burned and the BMI index of the participant, the optimal starter plan meal and drink will be served to the participants as they reach the restaurant. The smell inside the restaurant, quality of starter meal, and the ambiance can then create an intend in the participants towards more meal purchases.

• Participants can also be offered Coca cola beverages along the way. Their preference in choosing one variant over the other can help gauge the demographics and situations in which that particular variant of drink is purchased upon.

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Proposed Advertising BuzzAwards and incentives-Brand wise

• Participant having the best distance to time ratio while using Metro and having the highest engagement time with the game, can be awarded Addidas shoes as a gift.

• If a participant incurs an injury at any point in time, then tracking his moment towards the; drug store, or first aid will trigger him a custom designed subsidized life insurance policy notification from ADNIC insurance.

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Get In Touch

Danish HaroonIdea Engineer

danish.haroon@ephlux.com

Umair KhanDirector Application Services

umair.khan@ephlux.com