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UAE Zayed Future Energy Prize China Outreach Campaign Case Study

UAE Zayed Future Energy Prize China Outreach Campaign Case Study

Briefing

The world is in desperate need of innovative solutions to create a new, sustainable energy future. Today, like many, the UAE is confronted with meeting rapidly increasing energy demand. No one knows who or where the next great energy solution will come from. Solutions and technologies that could change the world are being developed globally, and and the $4 million Zayed Future Energy Prize, managed by Masdar in Abu Dhabi, is ready to recognise and reward these innovators of our time. The Zayed Future Energy Prize, an annual award of $4 million prize, is established by the UAE leadership to recognize and reward excellence in renewable energy and sustainability. Launched in 2008 and managed by Masdar, the Prize represents the vision of the late founding father of the United Arab Emirates, Sheikh Zayed bin Sultan Al Nahyan. EASTWEST PR was appointed to serve as Masdar’s China outreach partner, helping to build awareness of the 2015 Zayed Future Energy Prize and drive more Chinese candidates to apply for the 2015 awards.

ZayedFutureEnergyPrize Beijing Event

ZayedFutureEnergyPrize Beijing Event

Challenges

– There is not much voice of this notable award among Chinese media

– The general public is very skeptical about the reliability of this notable award

– There is no Chinese language material available of the award

Strategy

EASTWEST PR took a holistic communication approach to tackle these challenges from both PR and non-PR perspective, maximized available resources to create awareness of the awards, and delivered the key messages of the authority, reliability and value of the awards both to the local media and the targeted audiences. The overall 6 months campaign covered  communication through a whole range of media, social media and digital channels, and fully utilized a high profile VIP dinner event that the UAE Embassy held in honour of Mr. Wang Chuanfu, winner of the The Zayed Future Energy Prize 2014 Lifetime Achievement Award on May 29th in Beijing. The scope of work of the 6 months campaign including:

– Created official Chinese social media channels, including weibo and youku accounts of the awards, and managed daily news distribution

– Localized the key marketing materials and videos from English to Chinese, and synchronized via Chinese social media accounts

– Localized and distributed press releases prior to and after the event

– Researched, identified and built a Chinese community outreach database

– Analysed and followed-up with qualified potential Chinese candidates with application guidelines

– Utilized the opportunity of the honorary event that the UAE Embassy held for the 2014 award Chinese winner – BYD chairman Mr. Wang Chuanfu, to generate more publicity among media and public

– Arranged and provided on-site support of 1 press briefing with 4 mainstream industry media outlets for spokesperson from BYD and the awards committee

– Filmed call-to-action video of BYD Mr. Wang Chuanfu in local language

– Live tweets of the event via social media (weibo) before, during and after the event for more exposure

– And liaised with the UAE Embassy in Beijing to conduct private meetings with potential outreach candidates with representatives from the awards committee

Results

– 2 press releases translated and distributed with live event photos and quotes from the spokesperson involved, resulted in a total of 40 press pick-ups

– 1 press briefing with 4 mainstream media outlets arranged for The Zayed Future Energy Prize’s spokespeople including:

– Omar Ahmad Adi Nasib Al Bitar, H.E. The UAE Ambassador to China

– Saba Ahmed Delfi, Manager of Zayed Future Energy Prize

– Wang Chuanfu, BYD founder and chairman

From a broad angle with:

– China Business News

– China Energy News

– China Economic Net

– China Strategic Emerging Industry Magazine

– 7 Chinese potential applicants individual meetings set up and on-site support

– 1 call-to-actionvideo filmed with Mr. Wang Chuanfu, winner of the The Zayed Future Energy Prize 2014 Lifetime Achievement Award

– 34 potential candidates secured and recommended to the award committee

– 17,254 views of the localized Chinese winner testimonial video of BYD Mr. Wang Chuanfu, one month shortly after the video published online

 

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