1. Slide divider
MEPRA Connect Breakfast
PR in the Technology Sector
Thursday 22nd May 2014
#MEPRAConnect
Twitter: @mepra_org
Facebook: Middle East Public Relations Association

2. Agenda
• 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

3. INTRODUCTION

4. TODAY’S SESSION
• 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

5. THE STORY
• Bringing ‘hope’ through mobile connectivity to low-income individuals
from the sub-continent and Philippines

6. CAMPAIGN CHALLENGES
• Community connection
• Going beyond tradition media
• Connecting with the right media
• Public activation

7. RESEARCH
• Research enabled DABO & CO to develop a campaign that went direct to
Nokia’s target audience

8. CAMPAIGN: NOKIA ASHA – “DON’T MISS OUT”
Press conference Radio
competition
Product testing
Manila 365 Cricket Onam Festival

9. PHASE1:
CREATING MEDIA ADVOCATES

10. PRESS BRIEFING WITH A DIFFERENCE

11. WINNING THE HEARTS & MINDS
OF THE INDIAN & PINOY
COMMUNITY

12. KARAOKE SINGING – MANILA 365
• 1,000 Filipino clubbers engaged
• Significant brand exposure for a total of 30 days
• SMS broadcast and email blasts to over 700 club members.

13. ASHA CRICKET TOURNAMENT
• 2,500 attendees were engaged
• Over 1,000 entries for the lucky dip
• SMS contest generated 6,850 entries

14. ASHA FLORAL DESIGN COMPETITION
• 25 teams
• 400 participants
• Radio activation
• Direct consumer product engagement

15. RADIO – THE RIGHT MEDIUM
• Over 350 entries
• 9 winners
• Emotional connection with Nokia

16. KEY MEDIA RESULTS
• 238 pieces of press coverage
• 179 media attended in total
• 38 one-on-one interviews
• 15 product reviews

17. THE BUSINESS IMPACT

18. DRIVING SALES
Increased sales by 300% IMEA region named
BEST PERFORMING
MARKET for
the Asha range in the
whole world
Increased Nokia’s
market leadership TRA
report

19. KEY LEARNINGS
• Importance of understanding target audience.
• Using research to build an impactful campaign
that delivers a strong ROI
.
• Putting the ‘Public’ back in Public Relations.

22. QUESTIONS?

23. LAUNCH OF NOKIA ASHA

24. Sarah Campbell
Philips Middle East & Turkey
May 22, 2014
Understanding Complex
Technology through Stories

25. 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.

26. Meet Petra – The world’s most famous Koala

27. 3 May 22, 2014 Philips Middle East & Turkey
Petra getting ready for her CT Scan

28. 4 May 22, 2014 Philips Middle East & Turkey
Petra safely in the CT Scanner

29. 5 May 22, 2014 Philips Middle East & Turkey
The CT images that saved Petra’s life

33. 9 May 22, 2014 Philips Middle East & Turkey
Syndication via Reuters took Petra around the world
• Stories for Petra were featured in:
– Australia
– China
– USA
– UK
– Germany
– Poland
– Netherlands
– India
– Malaysia
– New Zealand
– And many more…

34. 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
information.
• 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
matter.
• Move fast when you have good
opportunities and use your
media connections, no matter
what field of journalism to gain
interest.
• Enjoy the successes, because
there aren’t many Petra’s out
there.

36. LAUNCH OF NOKIA ASHA

37. Shaping the Technology Conversation
A Case Study in Telling a Challenging Story in an
Innovative Manner
Laurie Doyle Kelly
Head of External Relations
Mubadala

38. 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
ecosystem.
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.
The Challenge

39. Strategy
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
concepts.
Not something read once or
twice, but regular content readers
come to rely on.

40. The Sponsorship
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
even Arabize.
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:
Facilitated 8
interviews
Conducted an
additional 6 interviews
Drafted 3 features
Arabized 10 articles

41. Anatomy of the Page
0
20000
40000
60000
80000
100000
120000
140000
160000
180000
200000
We buy
Value in AED
We get We buy
Each page consists of:
• Infographic
• Deep-dive feature
• Personal industry voice (Op
Ed or Q&A)

42. 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.

43. Results
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
industry.
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
grassroots level."
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.

44. Thank you!
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