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DON’T LEAVE WITHOUT YOUR 10 FILS, Dubai (Al Nisr Publishing, United Arab Emirates). |
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Project name |
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Don't leave without your 10 fils
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General Publication Info |
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The above project ran across several Gulf News publication channels – including the newspaper, web, Facebook, Twitter and iPad editions - in 2011. Published by Al Nisr Publishing LLC, Gulf News is the flagship publication of the group with an average daily audited circulation of 111,637 for Saturday to Thursday and 113,006 for Friday. It is the leading English language newspaper of the region and has the highest circulation and readership figures. The package was also published on the group's news portal www.gulfnews.com, which is the most visited news website in the UAE according to the Arab Media Outlook 2011-2015. It is also the most trafficked English language news website in Middle East, and according to a BPA Worldwide audit, average monthly unique visits for gulfnews.com are 2,455,587. The site is also available for mobiles and tablets, with a strong presence on Facebook and Twitter.
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Idea and Implementation of your special project |
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A Gulf News investigation estimated that at least Dh50 million was being lost annually in retail transactions owing to an alleged shortage of small denomination coins (fils) in the UAE. Retails goods – ranging from fresh vegetables to daily staples to garments – were being routinely sold at odd prices such as Dh 9.65 or Dh 21.37 or Dh 599.95, but rarely did any consumer demand the small change back. If they did, most retail outlets would cite a shortage of smaller denominations of the UAE currency such as 1 fils, 5 fils and 10 fils. Businesses and banks claimed that the UAE Central Bank was not issuing these denominations and hence they were unable to tender exact change, a stance the Central Bank subsequently refuted. With full respect towards the fact that the fils is the unit of the dirham (Dh) – the national currency of the UAE – Gulf News decided to highlight the issue through a coordinated editorial campaign covering print, online, web video and social media, to raise greater consumer awareness.
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Project results and results monitoring |
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The overwhelming response to this project led to several follow-up reports based on reader experience and feedback. Online, this was one of the most successful cross-media packages, with strong viewership on the web and videos and massive reader interactivity on Facebook and Twitter. The reader interaction page (Gulf News readers say thank you) had an incredible 13,792 page views online while the average time on site for this story was 3:10 minutes. The online traffic on these stories were monitored using Google Analytics.
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Additional comments |
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LINKS |
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1: Don't leave without your 10 fils:
http://gulfnews.com/news/gulf/uae/general/special- ...
2: Consumers must ask for exact change:
http://gulfnews.com/news/gulf/uae/general/consumer ...
3: The different denominations of UAE currency:
http://gulfnews.com/news/gulf/uae/general/pricing- ...
4: Where’s my change?
http://gulfnews.com/gntv/news/where-s-my-change-1. ...
5: Thank you Gulf News, say hundreds of readers:
http://gulfnews.com/news/gulf/uae/general/readers- ...
6: UAE Central Bank continues to mint smaller coins:
http://gulfnews.com/news/gulf/uae/general/uae-cent ...
7: There’s no small change on Bank Street:
http://gulfnews.com/news/gulf/uae/general/every-fi ...
8: Customers lose dirhams over fils:
http://gulfnews.com/news/gulf/uae/customers-lose-d ...
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General contact and feedback address:
Ms. Raquel Meikle
Programme Manager Events
WAN-IFRA
Darmstadt, Germany
Phone: +49-6151-733.927
E-Mail: raquel.meikle@wan-ifra.org
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