Advertising opportunities have been proposed upon which campaigns could be designed capitalizing RTA-Dubai Metro Network.

1. Capitalizing RTA-Dubai Metro Network
1
Comments
Opportunity set
Legend
Prerequisites and Extensions

2. 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
2
Source: http://bit.ly/1l35c2H

3. 3
Usage Patterns:
Usage increasing at an average of 30%
0 200000 400000 600000 800000 1000000 1200000 1400000
Per day averages
First 2 days
First week
First 4 months
May-10
Oct-10
Q1 2013
Apr-13
Apr-14
Full operations
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

4. 4
Busiest stations:
Green line Red line
April 2014
Source: http://bit.ly/1jlCKnk

5. 5
Service 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/1s7cEO6
http://bit.ly/1qxk4FT
http://bit.ly/1hKDKWX

6. 6
Service 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

7. 7
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/1loRPsj
http://on.ft.com/1jlDk4m

8. 8
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.
0%
2%
4%
6%
8%
10%
Year 2006 Year 2011
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/1jlDk4m
http://bit.ly/1laYXnF

9. 9
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/1jlDzMO
http://on.ft.com/1jlDk4m
http://bit.ly/1ipB77P
http://bit.ly/1hKDKWX

10. 10
Population:
2013 2017
6.4%
increase
annually
2.1 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/Uv0VdH
http://bit.ly/1hQ7rpG

11. 11
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

12. 12
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

13. 13
Study 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

14. 14
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/TMdlxg
http://bit.ly/TMdu3G

15. 15
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

16. 16
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%.

17. 17
Who 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/Uv0VdH
http://bit.ly/1s7ecHU

18. 18
Account 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

19. 19
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/1pK3Zgj
http://bit.ly/1lg3JFl
http://bit.ly/1v1pDz0

20. 20
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.

21. 21
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)
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.

22. 22
Note:
• 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.

23. 23
Solution
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

24. 24
Multi-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.

25. 25
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.

26. 26
Awards 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.

27. 27
Awards 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.

28. 28
Danish Haroon
Idea Engineer
danish.haroon@ephlux.com
Umair Khan
Director Application Services
umair.khan@ephlux.com