Crowd

Saudi Arabia’s Circular Economy Vision

In the midst of a global plastic pollution crisis, governments of the world are directing their primary focus on mitigating the disastrous consequences of non degradable waste. According to the UN Environment Program, we generate a staggering 400 million tons of plastic annually, out of which only 9% is recycled. As if this wasn’t alarming enough, nearly 130,000 tonnes of plastic waste is dumped into the world’s oceans every year.

In an effort to reduce plastic consumption and protect the environment, Saudi Arabia has launched the Saudi Green Initiative (SGI). Within just three years of its inception, the SGI has emerged as a frontrunner in the regional environmental protection endeavours.

The Circular Economy Vision

The linear model of economic growth is characterised by the extraction of materials from the natural environment, their subsequent processing, utilisation, and eventual disposal. However this system has exhibited significant shortcomings. In response to these glaring drawbacks, a more sustainable approach in the form of a circular economy is being championed. While the linear model has historically been effective in generating material wealth, it has become increasingly evident in recent years that its adverse impact on resources and the environment is unsustainable.

Saudi Arabia has awakened to the necessity of transitioning to a circular economy and has put forth a number of initiatives to reduce waste, promote resource efficiency, and encourage recycling to lessen the burden on the environment. This proactive approach reflects the Kingdom’s commitment to sustainability and responsible resource management in the face of pressing environmental challenges.

Investing in a Circular Economy

With its strong emphasis on sustainability and environmental preservation, Saudi Arabia is proving to be a supportive backdrop for investments in the circular economy. Investors who align with the Kingdom’s goals for a greener and more sustainable future can not only contribute to positive environmental change but also gain profitable returns on their investments. These investment opportunities include but aren’t limited to recycling facilities, waste-to-energy projects, sustainable packaging plants, sustainable farming, resource recovery, sustainable transport, and innovation.

Investors seeking to amplify their product’s impact in the thriving Saudi Arabian market will find a strategic partner in Crowd. Their wide ranging support services for Plastic Oceans International and Breathe Conservation resulted in raising awareness of marine plastic pollution and the huge challenges faced by our oceans.

To help raise awareness of the problems of single-use plastic, Footprint, a US company dedicated to creating sustainable packaging solutions along with team Crowd made it their mission to expose the true impact of plastic on the environment.

With a deep understanding of KSA’s unique cultural nuances, market dynamics, consumer behaviour and sustainability Crowd offer a tailored approach to ensure your product reaches its full potential. Saudi Arabia’s dynamic and rapidly evolving market presents an incredible opportunity, and together, we can unlock the immense potential of the KSA market.

Have a project in mind? Get in touch to discuss your requirements.

Trina Solar, a leading global PV, and smart energy total solution provider, tasked Crowd Europe with a sustainability campaign throughout 2022 to bring all of Europe under the same roof.

With a series of product launches and roadshows to assist the energy crisis and bring the world a step closer to a net-zero target.

What better way to close off the year than with a competition to celebrate the hard work and dedication of the unseen sustainability heroes – PV Installers.

The #UnderTheSameRoof competition gave installers and their respective Trina Solar distributors a chance to win amazing prizes and showcase their outstanding installations to a global audience.

Trina Solar needed a platform where installers could submit their projects (using Trina Solar’s modules).

With a competition, comes tight deadlines and this is where #TeamCrowd came in.

Crowd Europe created a unique campaign inviting installers to show off their work and submit their projects on a fluid landing page created by their dedicated team.

With organic and paid digital activities, the campaign exceeded its target of 50 submissions, delivering well over 100 qualified submissions, thanks to Crowd’s expert campaign tracking.

From there, the landing page needed to evolve further for the world to vote for their favourite finalists.

Through the evolution of the landing page, respondents were able to vote for their favourite finalists seemingly, putting them one step closer to a coveted trip to Thailand.

If you’re curious to see who the winners are and what prizes are up for grabs, head over to Trina Solar to find out more!

If you’re keen to work with a team of unique creatives to create a compelling campaign, you’ve come to the right place!

As a growing client for the Dubai team, Crowd were appointed as Nike’s media partner to secure a mix of in-mall and DOOH ad placements for the launch of their biggest campaign in the region – Rise of the Kids | Sports is Never Done.

This campaign has been created to encourage and express the importance of movement and sports for children. Creating a message that sports should be fun and inclusive with a playful environment, leading away from the traditional rule based sports. The campaign aims to help children re-imagine what they know of sports, encourage creativity and to create valuable life experiences by participating in sports across the MENA region.

The campaign began with the Crowd team carefully curating advertising placements to communicate two of the six key brand statements – Swimming and Ice Skating.

For a period of four weeks, Crowd took over the LED screen assets at Dubai Aquarium and Dubai Ice Rink in The Dubai Mall, as well as a full takeover at Riyadh’s Time Square Boulevard in Saudi Arabia.

Additionally, they designed and launched a microsite that hosted their global ‘Rise of the kids‘ campaign video and allowed users across the UAE and KSA to register and book workshop experiences. The microsite also links to the online Playbook experience, created for the campaign.

Want to work with Crowd’s marketing experts? Get in touch to discuss your project.

After winning a recent competitive pitch to revamp the Meraas website in 2023, Dubai based creative marketing agency, Crowd, began their engagement with two immediate sub-projects to deploy two single-page UI designs that would showcase Meraas’s latest and most prestigious developments in the UAE.

Bulgari Lighthouse

The first project is inspired by Italian luxury fashion house, ‘Bulgari’ and from the natural world and beautiful surrounding landscape where the development is located. Situated on Jumeira Bay Island in Dubai, the Bulgari Lighthouse Dubai is divided into 4-5 bedroom apartments inclusive of a super elegant Sky Villa penthouse, with each unit providing 360 breathtaking panorama sea and city views.

The website was created to invite end-users on an immersive journey, showcasing the tower’s USPs, amenities, nearby area and activities, building design and features.

Working initially from a draft brochure supplied by the client, Crowd collaborated closely with DHRE’s creative agency, CGI production house and internal development team to develop a story concept into an immersive web experience that would take users on a journey to explore, engage and interact with each element of the tower.

The site was delivered within three weeks in three languages (English, Arabic and Russian) and announced at a launch event where all units were sold out on the day.

Bluewaters Bay

The second project required a more simplified approach to promote Meraas’s new development, made up of two prestige residential towers adjacent to Bluewaters island, Dubai to attract investors and register their interest for the launch event held in January 2023.

Following another critical and short timeline, Crowd got to work with the same project team with concept planning whilst the brand strategy was being finalised by the creative agency. Working collaboratively, they delivered a minimalistic UI design, which captured the value proposition through subtle storytelling and engaging content. Similar to the Bulgari Lighthouse website, the Bluewaters Bay multilingual website was delivered in only two weeks, which required various team members to work around the clock to deliver this stunning end product.

Want to work with their creative design team? Get in touch to discuss your project.

BEEAH Group in the Middle East’s leading sustainability pioneer, with verticals across industries, which are renowned for groundbreaking environmental innovations and smart solutions for future-ready cities.

Founded in 2007, BEEAH began its journey as a Sharjah-based public-private partnership company, primarily concerned with environmental and waste management.

Recognizing sustainability, innovation, and technology as core pillars for a modern economy, BEEAH Group invested in a comprehensive, full-circle strategy for the future, and expanded into the fields of renewable energy, green mobility, transport, education, and technology.

Crowd was briefed with creating and overhauling the BEEAH website which had over the years started falling behind in terms of modern trends and technology. Whilst well-positioned in recycling and waste management services, the new site is now a new destination that captures their wider service offering targeting local and surrounding MENA markets.

Crowd suggested a series of ‘upgrades’ required to meet rapidly changing market requirements and to service existing and future digital marketing strategies. Their aim was to deliver a site that met new requirements for the Group and incorporated a revised brand focus while also concentrating on themes that more accurately reflect the BEEAH Group value proposition.

Leveraging their global talent pool, Crowd sourced and worked with a local, recognized photographer to help create a new image bank that would be used to visually communicate BEEAH Group’s core business verticals. These aspirational images were used across the new site and for the brand launch campaign.

Crowd recommended the website to lead as a resource center that positions BEEAH Group as a thought leader in the sustainability sector. With a tailored content plan, which is optimized for both SEO and voice, Crowd created a solution that is future-proof and allows BEEAH Group to scale as technology evolves. Keeping to best practices for developing a complete sustainable site, Crowd struck a fine balance between a dynamic visual and practical experience.

Based on their research and experience in the sector, Crowd combined and developed an innovative solution that focused heavily on content usage to attract audiences and leverage onsite virtual assistance to personalize experiences and searches even further. Visitors have complete freedom to explore key site pages, however are also supported with advanced search functionality to refine exactly what they’ve arrived on site for.

The new BEEAH Group website will be recognized as a go-to source for all relevant insights on sustainability, smart solutions, technology, and innovation and recommend its services and products based on this content.

Crowd has also partnered with a third-party growth management tool that will help personalize the site experience based on what content returning visitors choose to engage with the most. They will be implementing layout and image optimization, as well as push notifications, surveys, and feedback forms putting user behavior at the forefront of their web strategy to increase dwell time and decrease bounce rates.

For phase two, Crowd will soon be implementing an “Innovation Hub” for BEEAH Group. This feature will be a platform integration where open challenges can be uploaded for the public to contribute ideas for improving the quality of living in urban environments. Users will be able to collaborate with other innovators and will be awarded for their contribution through awards and incentives based on most upvotes.

Since the launch, Crowd has received very positive feedback on the new site and they are looking forward to growing their partnership with the BEEAH team with other projects across the organization.

Imad Juheir, Communications Manager at BEEAH says:

Since the early stages, Crowd’s approach was a very well-put-together proposal with all details included about the technologies and innovation used on site. The team showed the ability to think outside the box with a sustainable website, which doesn’t load too many pages and uses features like voice search to save energy. The Crowd team was exceptional and very professional on all stages of the project, and they have shown excellent communication, team work, and delivered an excellent website, which will help promote our Group.

If you need help in creating a world-class website for your brand or organization, get in touch!

The Arab Petroleum Investments Corporation (APICORP) is a multilateral development financial institution founded in 1975 by the ten Arab oil-exporting countries, providing corporate banking and investment solutions in the energy sector across the Middle East.

When Crowd was first introduced in August 2021, APICORP was going through an important transition in business operations with green-energy initiatives and required a creative agency with experience in sustainability to tackle the challenge of revamping their new website, capture their value proposition and drive key messaging to stakeholders through an interactive online experience.

Whilst also supporting their corporate communication department with creative services including the launch of their ESG and Green Bond Framework reports, Investor presentations, and other comms collateral, their strategy team started the website process by conducting a landscape review and competitor analysis.

Through data gathering, Crowd was able to identify and define a keyword strategy that would shape their SEO approach when planning content requirements for the new website.

The new multilingual platform is built in WordPress and caters to both English and Arabic users, providing complete flexibility for internal teams to control future page updates and new page creations.

Since APICORP’s core audiences are targeting global investors, bankers, researchers, and journalists, another important requirement was to develop a dynamic media center that would feature both new and archived media including webinars, interviews, podcasts, and press releases.

Crowd worked with the client to categorize these resources with filtering functions that would support the positioning of APICORP as thought leaders and industry experts.

Encouraging personal development and career growth plays an important role at APICORP. To capture this core value in the most authentic way, Crowd worked with a Saudi-based production company to produce five short videos that delivered employee work culture benefits and featured these on both the Home and Career sections of the new site.

Overall, the website has been very well received both internally and externally with positive feedback on both usability and creativity. Crowd delivered a best-in-breed website combining subtle animations and micro-interactions to make the content feel dynamic and interactive.

If you need help in creating a world-class website for your brand or organization, get in touch!

Inspired by ‘the sport of Kings’ and established in 1982, Beverly Hills Polo Club (BHPC) has appointed Crowd to develop and execute a new global social media strategy to help grow the brand’s presence across multiple global markets.

BHPC is a lifestyle fashion brand, bringing together the creativity of California with fun and sophistication. The product range includes clothing for men and women, with fashionable activewear, leather goods, shoes, and watches. The brand is available to shop online and in over 650 stores, in over 70 countries.

Upon approval of their strategy, Crowd will be creating monthly organic social media content, including posts, Stories, and Reels. Their talented design team will brainstorm creative concepts to grab BHPC’s audience’s attention, drive higher engagement and website traffic.

As part of their global social strategy and brand tone of voice development, they will create a localized approach for the key target markets of GCC, India, and Europe. Crowd is excited to be partnering with the brand and helping to build on their successes into 2022.

Crowd’s experienced social media team has worked with well-known international brands for many years including Razor, Uber, and DENSO. Speak to one of their global social media marketing specialists today to see how Crowd could help you.

Established in 1949, DENSO is an automotive parts supplier and global leader in mobility, electrification & electronic systems.

Led by strong core values for sustainability and better well-being for all, DENSO is led by 16 Sustainable Development Goals, broadly categorized into ‘Environment’, ‘Peace of Mind’ and ‘Corporate Foundation’.

Crowd was briefed by DENSO to create a unique and future-proof digital solution for DENSO events and activities, especially in light of the COVID-19 pandemic.

An innovative solution was needed to host hybrid corporate events; that is to create a digital experience of in-person events that could reach users anywhere and provide high value to both DENSO and its audience.

Additionally, the content needed to be managed in an SEO-friendly way and provide the best usability for users to navigate, interact and learn from DENSO whilst making industry connections.

A priority was to create a platform that could develop and evolve over time, meeting the needs of various different events for DENSO in 2021 and into the future. The new website needed to be on-brand, but with a new creative approach with a modern, sleek design to inspire stakeholders, managers, and partners alike.

Using Google Tag Manager and embedded Google Analytics, it was also important to be able to check, learn and adapt, improving the ease of use for the consumer.

The Crowd Process

After discussing the proposed site map with a focus on improving the user journey especially from a navigation labeling perspective, Crowd formulated a solution for a website that could host events with hundreds of attendees, with the ability to hold simultaneous events at once, one-on-one sessions complete with a rich media and resource library.

Starting with definition and suggesting an approach through annotated wireframes, Crowd wrote up detailed notes and created example layouts that described the key features and functionality of the solution.

Next up was creating the website design concept whilst referring back to brand guidelines and creative resources shared by DENSO and then once these had been agreed upon, Crowd began the development of the site.

Following extensive technical and user testing, the site was launched.

Crowd held their first events in October this year to great success and were able to transmit a broadcast quality event to DENSO’s global audience.

Crowd’s model is based upon a strong ongoing relationship between their agency and the client. Crowd recommends a support contract for the post-launch success of our client’s online presence. Plus their award-winning customer service means that their clients like to work with them, especially when they deliver results!

Thomann-Hanry approached global creative and performance media agency Crowd to create a marketing campaign taking down scaffolding.

In the world of facade renovation, Thomann-Hanry is unique.

Compared to scaffolding, their process is faster, has a smaller carbon footprint, and doesn’t restrict access to a building, which can have a large financial impact. They just needed a way to communicate all this in a succinct marketing campaign.

Challenge

Thomann-Hanry is the only company in the world to use a hydraulic platform instead of scaffolding. This means they can dramatically cut down costs, time and disruption.

However, in a marketplace where scaffolding is always seen as the obvious choice, Thomann-Hanry has to work hard to shift perception and change behaviour.

Solution

Before Crowd talked about the positives of Thomann-Hanry, they needed to start a conversation about the negatives of scaffolding.

Inspired by the sculpture artist Ben Long, they created a series of striking images that used scaffolding itself to illustrate the various negatives of this tired and traditional method.

The campaign ran across LinkedIn and Instagram from 2/5/20 for a period of 100 days, and in that time, the concept still cut through the conversation around COVID-19, and delivered high levels of engagement, helping to build brand awareness.

Awareness

• 1m+ Overall Impressions
• 77k+ Reach
• 187k+ Video Views

Crowd has supported Plastic Oceans International as a charitable partner since 2014, supporting them through all aspects of marketing and communications.

In March 2019, Plastic Oceans International and Breathe Conservation collaborated to support the ‘Swim Against Plastic’ initiative – a world-record attempt by endurance swimmer Sarah Ferguson. Her goal was to swim the entire 40-mile coastline of Easter Island in order to raise awareness of marine plastic pollution and the huge challenges faced by our oceans.

As a team of ocean lovers that swim, surf and enjoy the sea daily, this not-for-profit’s mission is close to Crowd’s hearts and they are proud to be a marketing support partner of Plastic Oceans International.

Challenge

Over 300 million tonnes of plastic are produced annually. 8+ million tonnes of plastic are dumped in the oceans over the same duration. Less than 10% of all plastic gets recycled. The situation is a disaster, and people urgently need to raise awareness and inspire action that will help end the growing problem of plastic pollution in oceans.

It is vital to create initiatives that target school children, corporate influencers, policy-makers and consumers.

Inspire people to care about the issue and desire to be part of the solution and do what can be done to shift the global reliance on plastic.

Solution

Securing her place in the history books, Sarah Ferguson successfully broke the world-record and swam around Easter Island in an incredible 24-hours, non-stop. Crowd’s team filmed her entire journey, and the achievement was broadcast on the world’s broadcast media, as well as Plastic Oceans’ digital channels. This news story raised awareness of the global challenge.

Crowd’s support of the project was wide-ranging. From general consulting on all aspects of marketing and communications to providing guidance for the Plastic Oceans team on social media, sponsorship development, influencer outreach, content and event planning. They wanted to make sure that this exceptional initiative had as much global exposure as it could.

Their charitable partner support services for Plastic Ocean, since 2014, include: Paid Media Management, Social Media Strategy, Newsletters and EDM, Video Campaigns, Technical Development, Interactive Pollution and Solution Mapping on Websites, Infographics and Animation.

Every element they produce engages and encourages people to support Plastic Oceans by signing-up as volunteers, donating, and learning about how to take positive action.

To make sure that Razor’s reputation for cutting-edge, really fun toys is as strong globally as it is on its home turf in the US, Crowd strategically support and manage the company’s global social media marketing.

Challenge

Crowd needed to execute a global launch campaign for Razor’s Hovertrax 2.0 – the world’s smartest self-balancing electric scooter. A global campaign was required to create a desire for this brilliant new ride-on toy.

With so many target markets, they naturally faced a language barrier, but ultimately they used this challenge to their campaign advantage.

Solution

Seeing people’s enjoyment of riding the Razor Hovertrax 2.0 sent a universal message, regardless of what they were saying and in what language. Crowd knew that riders were having an awesome experience, so they recruited influencers from around the world to appear in a global launch video that showcased the emotions felt while riding a Hovertrax 2.0. From the first unsteady steps up to becoming a confident rider – they were there to capture the experience.

Working with select global YouTube and Instagram influencers in regions all around the world, they created an authentic global feel to the campaign. As well as authentic influencers, the video includes a professional acrobat dancer, Kelianne Stankus, who performs some incredible stunts on the Hovertrax 2.0. Kelianne is a gymnast and dancer known for being a member of the Acrobots, a group that performs routines on Hoverboards.

Having worked in Dubai for many years, Crowd knows what a great place the Emirate is to do business. It acts as a hub for many different sectors, and with business and entertainment facilities that are second-to-none, it continues to attract the world’s biggest companies and entrepreneurs.

Challenges

The Dubai FDI approached Crowd with a requirement to highlight some of the other, less-talked-about opportunities that Dubai has to offer. With programs and initiatives that provide support to numerous facets of the modern business including artificial intelligence, autonomous transport and blockchain technology.

Solution

Designed as an ongoing program, which aims to eventually provide tailored content for various business sectors, the brand had to be simple, accessible and have a global appeal.

One of the top digital marketing agencies in Dubai, Crowd, created a bold, modern brand that could be used across all deliverables and would appeal to FDI’s international audience of potential investors and businesspeople. The brand uses the renowned ‘Dubai’ typeface that will already be familiar to visitors of Dubai, iconography and dynamic photography to convey the forward-looking and exciting atmosphere of Dubai as a destination for business.

Launched before Dubai royalty at the Investment week event, the brand has been used across multiple channels such as a website thedubaiadvantage.com, printed materials and even an exhibition stand for both the 2018 and 2019 Websummits in Lisbon which saw Crowd supply a VR experience for stand guests.

They have also helped the Dubai FDI with a campaign for the Chinese market delivering both a strategy and WeChat site.

As part of their global Exhibit Pack campaign, adidas worked with Crowd to create a competition centered around user generated content.

To boost their product Exhibit Pack, which focuses on four football boots named X, PREDATOR, COPA and NEMEZIZ, adidas developed a global campaign No Fakers, Creators Only, which featured major football starts such as Paulo Dybala, Lionel Messi and Mo Salah. To support the major campaign, the brand worked with Crowd to develop an online competition to motivate fans to share user generated content.

Crowd worked with adidas to develop the competition rules, look and feel as well as the competition prize. This included creating a microsite, using the micro experience platform Wyng, where fans would upload a video of themselves showing their best football skills for a chance to receive a pair of Exhibit Pack boots of their choice and a signed Real Madrid jersey.

Once a video was shared, fans were further encouraged to share their video on social channels using the #DareToCreate campaign hashtag. Fans on the microsite were able to vote for the best football skills, which would feature the best videos at the top of the video gallery. Crowd further ensured that with every video upload, data fields such as name, email and mobile number were captured, ensuring that adidas could reach out to fans in future for relevant promotions.

The agency assisted in creating compelling copy for the microsite and social media posts, design and development of the microsite, in both English and Arabic, as well as day-to-day campaign management for one month, which involved curating video content.

The campaign was rolled out on social and .com, and activated across OOH and retail locations in global.

Together, adidas and Crowd delivered an engaging online competition that generated buzz about Exhibit Pack and provided adidas with further data to move forward their customer retention efforts.

Crowd adds another successful campaign to it’s roster of Napa Valley clients with an online campaign for the Napa Valley Film Festival.

The Napa Valley Film Festival, which took place November 7-11, is an annual celebration of film, food and wine, touring the towns of Napa, Yountville, Calistoga and St. Helena. So, Crowd was tasked to create the marketing campaigns that would help the process to boost sales and promote the festival.

This annual celebration of film is set against the panoramic background of California’s famous wine and food region and plays host to some of Hollywood’s biggest names through screenings and special events. Crowd designed a landing page for the marketing campaign to reflect the look and feel of the renowned festival. The 5-days event offered different pass packages that appeal to a variety of audiences.

The all targeted campaigns, each of them led to a special webpage and offers highlights that engaged individuals, but also supported alternatives for those wishing to explore further. The Napa Valley Film Festival website was designed specifically to cope with the increasing levels of content and give the audience an easier way to navigate through the experience passes.

The campaign’s social advertising stage also included short animations which promotes the different aspects of the festival means, wine, films and food. Videos featured icons, images and graphic design that all aimed to a specific audience. The subtle movement in the background was engaging and captured attention without shadowing the copy.

Their results from the report is told better than expected from the digital campaign with a 3.3% click-through rate through the step of ticket purchase, which means 174% higher than the targeted results.

With so much going on at the 5 day festival, Crowd were tasked to simplify the event into bite-sized itineraries and allow people to create their own experiences.

After that, they broke down the event into different packages that would appeal to different audiences whether weekend visitors or more serious film buffs for example. Each targeted campaign led through to a unique landing page, offering highlights that would appeal to the individual as well as providing alternate options for those wishing to explore further or create their own experience.

Crowd reported better than expected results from their social advertising campaign with a 2.25% click-through rate to the ticket purchasing stage, which is 89% higher than they had projected.