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Prototype – Appsolutely Digital!


Active PR has been successfully supporting Prototype Interactive, digital marketing Agency based in Dubai, for the past three years with strategic media relations and reputation management, thought leadership campaigns and creative media events. More recently, the companydecided to raise its profile as a leading developer of applications, including web and mobile apps. The Agency’s task was to develop a creative media campaign that would leverage the company’s new business interests with the regional trend moving fast towards app development and usage.


The timing was perfect. The UAE has registered the highest mobile phone subscribers in the world at a whopping 74% in 2013. In addition, mobility is highly supported by the Dubai Government with its many initiatives including mobile apps development, mobile payment gateways and the creation of dedicated mobile portals and mobile SMS gateways.

The challenge for Active PR lied in identifying the right time, based on the regional trends to pitch the right angles to the right media, with the right creative input. Although there is a ‘regional buzz’ on the subject, no journalist likes to tell the same story over and over again!


Active PR quickly identified the media titles which would respond to the topic of mobile apps and whose audience was a perfect fit for Prototype Interactive’s objectives.

Active PR was able to deliver to the Client’s needs by:

  • Proposing creative headlines with play-on-word: i.e. “App-solutely digital”, “Positive App-titude”
  • Identifying relevant market trends and regional statistics
  • Recommending a wide variety of story angles, according to the media outlet targeted
  • Sourcing top-end media opportunities


The results were great as the Agency was able to source top-end media opportunities in some of the leading publications in the UAE and the region:

  • Dailies – Gulf News
  • Onlines – Zawya
  • Business – Gulf Business
  • Men’s lifestyle – U Men
  • Vertical – Hospitality Business ME
  • Marketing – Trends


With Active’s undeniable pro-activeness and knowledge of the regional media and trends, I had no doubt they would manage the campaign successfully. They exceeded our expectations, delivering valuable opportunities with some of the best publications in the region, even sourcing a couple of two-page spreads which was definitely impressive. Keep up the good work!” – Alex Rauser, CEO of Prototype Interactive

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Digital · Marketing · Communications