RTA Dubai / 2017
S’hail App
Every day, a smarter way.
- THE IDEA
- Make a smarter daily commute the promise behind Dubai’s integrated journey-planning app.
- MY ROLE
- Senior Creative Copywriter
- Downloads in less than three months
- 100K+
Reported in the campaign account.
- CLIENT
- RTA Dubai
- AGENCY
- Ogilvy Middle East
- ROLE
- Senior Creative Copywriter
- TYPE
- Mobility / Platform
- RECOGNITION
- Dubai Lynx 2018 Bronze · Media / Use of Screens
The campaign
People come to Dubai to get somewhere. The daily search for a smarter shortcut gave S’hail its campaign idea: “Every day, a smarter way.” For RTA’s integrated transport app, the work made a practical promise about the commute, bringing Metro, tram, bus, marine transport and taxi options into one journey-planning platform.
The message met commuters where they needed it. Metro stations, buses and taxi wraps carried messages tied to the surrounding transport options, while interactive screens showed how a different route could save time and money. A GITEX launch, microsite and social campaign extended the idea. The campaign account records more than 100,000 downloads in less than three months.
Beyond the launch campaign, the S’hail brand received two Golds at the 2019 Transform Awards MENA: for new-brand development, and visual identity in transport and logistics. RTA later received Gold for the S’hail app at the 2022 International Customer Experience Awards, in Best Digital Transformation. These later honours recognise the brand and app.
Have a brief in mind?
Creative direction, writing and cultural thinking across Arabic and English.