Helping Dubai Municipality & UN-Habitat reach 2x growth in the number of applications for a landmark award
The Dubai International Best Practices Award for Sustainable Development (DIABP) is a landmark award that was inaugurated by the late Sheikh Maktoum Bin Rashid Al Maktoum in 1995. It is also the UN-Habitat’s longest-running collaboration with an outside partner. We were approached with high ambitions for its 25th year to rebrand the award and reach double the number of applications compared to the previous cycle.
DIABP holds a deep legacy with the city of Dubai and the previous branding was inspired by the traditional wind towers of Dubai. It was important to us to respect this legacy, so we took inspiration from the beauty of the same wind towers to create a new brand identity to carry the DIABP into the future.
With $1M in prizes originally planned to be awarded at Expo 2020 Dubai, and a vision to reach more applicants excelling in their fields across 5 core categories, we took on the challenge to drastically increase the number of applications for the award compared to previous years.
With an iterative social media & marketing strategy, we were able to exceed the goal that was set for the number of completed applications for a strong result. We achieved significant growth on social media platforms, with over 51,000 followers and millions reached with our content.