Challenge

In October 2019, we were engaged to unveil the world’s first post-graduate AI university, based in Abu Dhabi. An integrated communications campaign was prepared to communicate the value of the university to government, corporate, and academic stakeholders in the UAE and globally across countries such as the UK, China, Germany, and India.

Approach

We worked with the Mohamed bin Zayed University of Artificial Intelligence (MBZUAI) to develop the entire narrative around the transformative impact of AI, the UAE’s legacy in  innovation, and how MBZUAI serves as an invitation from Abu Dhabi to the world to unleash the true potential of AI. From message development to speech writing, internal communications, thought leadership, social media amplification, and institutional partnerships, we brought the launch to life and have sustained a global PR campaign for MBZUAI since the launch announcement.

Results

MBZUAI’s launch received positive coverage across all media platforms (traditional and social). The university’s social channels gained a total of 12,880 new followers across Instagram, Twitter, YouTube, LinkedIn and Facebook, with 4.8K mentions, 10.k engagements, and reaching 138M users in 48 countries.