Following Dubai Holding’s campaign earlier in the year to encourage users to have their say, we were now tasked with releasing the Economist Intelligence Unit (EIU) written report.

We wanted to communicate a feeling of change in the economic environment. The report is based on the views of over 400 professionals across the globe and it offers their predictions for the aftermath – the new era of capitalism.

A simple microsite www.capitalism09.com was born. The aim was to create something very interactive and very clickable. We wanted people to download the report and share it. With the slider mechanism the user was able to navigate the changing landscape and see the top line content and a clearer view.

A digital media campaign across The Gulf, India and the UK included online ad spots, PPC ads and targeted email broadcasts. This was supported with advertorials and a huge amount of PR coverage in print, online and radio.

Results: 15,000 site visits in one month and over 6,000 downloads of the report. Email open rates averaged around 40-50% and we witnessed lengthy dwell times on the site – indicating high levels of interaction.