Botim

THE BRIEF

We were tasked to introduce Astra Tech’s groundbreaking Arabic ChatGPT to the world. This endeavor presented us with several challenges:

• CULTURAL SENSITIVITY To ensure successful adoption of ChatGPT in Arabic-speaking regions, we needed to be culturally sensitive, respecting local dialects.
• BRAND AWARENESS  We had the unique challenge of creating awareness about a technology that was previously unavailable to Arabic speakers. Furthermore, we needed to show on a global level that the Middle East does not need to lag behind the West but is indeed on the cutting edge and a pioneer.
• ENGAGEMENT AND ADOPTION We aimed not only to inform but also to engage and encourage adoption among our target audience, which included businesses, media, and tech enthusiasts in the Arabic-speaking world.

THE DELIVERY

To tackle these challenges, we devised a creative AI-focused digital and media communication campaign that combined cutting-edge technology with strategic communication.

Atteline, to get fully engulfed in the world of AI for this launch, took a prompt engineering course to advise on how best we can use Botim’s new tool, also using AI to complement our research phase, using it to draft language based on machine-learned behaviours.

Atteline then developed the UAE strategy through key interviews, strategic partnerships, and expert commentary.

We executed this using AI to research which publications and journalists wrote about GPT and made sure to share personalised opportunities with them and through this securing key interview features for the CEO in a number of high-profile publications in both English and particularly Arabic considering the innovation, including CNBC Arabia, Wired ME, Fast Company Middle East, Arab News, MSN, Khaleej Times, Gulf News, The National, Mubasher, Nabd, Arabian Business, and Gulf Business. Our execution strategies included.

• LOCALISED CONTENT We worked closely with Astra Tech to develop a culturally relevant and a contextually appropriate press release using artificial intelligence to make sure we were aware of any regionally pertinent challenges in the content creation process to meet the cultural, linguistic, and contextual preferences of the region.
• MULTI-CHANNEL APPROACH We implemented a multi-channel approach, leveraging social media, influencer partnerships, webinars, and targeted media outreach to maximise our reach and engagement with our diverse audience segments. In addition to this, the client engaged key influencers to support the message and show the world what this arabic GPT was capable of on social media.
• STRATEGIC PARTNERSHIPS We forged strategic partnerships with key players in the media landscape such as CNBC Arabia, Wired ME, and Fast Company Middle east to break the news and regional companies that enjoy extreme brand loyalty, such as Etihad Airways, the national airline of the UAE, by creating a GPT for the airline to service their customers and book tickets using AI. These partnerships allowed us to tap into their established audiences and create synergistic campaigns that resonated deeply with the target market.

THE OUTCOME

Our campaign to introduce Botim’s Arabic ChatGPT yielded exceptional results, making a significant impact:

GLOBAL AND REGIONAL RECOGNITION 

Our original campaign received global recognition from tech enthusiasts, AI experts, and leading media outlets, resulting in extensive media coverage, including feature articles, interviews, and reviews.

The strategy was highly effective with follow-up interviews with regional business and English and Arabic trade titles such as Wired ME, Fast Company Middle East, Arab News, Arabian Business, Nabd, Khaleej Times, Gulf News, The National, Musaber, Gulf Business and more.

CULTURAL SENSITIVITY ACKNOWLEDGMENT 

We received praise for our commitment to cultural sensitivity, setting a benchmark for AI companies looking to expand their reach into diverse linguistic markets.

MEASURABLE IMPACT 

We saw coverage circulation of over 142 million, and we got our brand in front of new audiences. We saw a total PR value of over USD $846,000 from this one release and subsequent interviews. Through 100% key message penetration in our coverage, our brand messaging was positive and accurate.

CLIENT SATISFACTION

Astra Tech expressed immense satisfaction with the results, not only in terms of quantitative metrics growing the user base from 90 million to 140 million users but also in the qualitative impact on their brand’s perception and market position.

In conclusion, our “Best AI-Driven Digital Campaign” nomination underscores the strategic prowess, innovation, and dedication to excellence exhibited by Atteline. By successfully introducing Astra Tech’s Arabic ChatGPT to the world, we demonstrated the extraordinary capabilities of AI-driven PR campaigns.