In 2006, KAEC (King Abdullah Economic City) launched to promote economic diversity in the kingdom. The world economic crisis hit, and progress stalled. Perceptions of the viability of this City of the Future began to suffer. TEN was enlisted to build a website to convey a communication strategy that the City was "Moving Forward"
We realized our challenge to be:
Changing perceptions through building awareness for all of the recent progress in the City.
We know perceptions will not change solely based on a new communication strategy and website. We needed to sincerely deliver the "Moving Forward" promise.
Saudis are highly digital and social. Changing perception wasn't just going to be about transparency. It needed to be about participation.
By entrusting the community, we inspire progress. With participation comes passion. We had to put participation at the core of our experience strategy.
"Moving Forward: Together"
It wasn't our job to define what The City can be, it was to allow The City to define it for themselves.
We designed and built an entire open data digital ecosystem for this nascent City of the Future: