Astra Tech

THE BRIEF

We were entrusted by Astra Tech, the prominent consumer technology holding group in the MENA region, to oversee the unveiling of the world’s first Ultra app after its acquisition of Botim in early 2023. Originally launched as a video and voice communication application (VoIP) that does not require a VPN, Botim was acquired by Astra Tech in January 2023 and we have since worked closely with the team to announce the acquisition, and thereafter the partnerships, collaborations, and plans for the ultra app strategy. Botim saw several upgrades on the heels of Astra Tech integrating additional functionality and forming various strategic partnerships with some of the most important tech, communications, and e-commerce companies including Mastercard, Moneygram, Fawry, Musafir, and Etihad Airways to name a few. These forward-thinking collaborations elevated Astra Tech’s unrivalled technical capabilities and witnessed a number of noteworthy features such as the groundbreaking introduction of Arabic GPT to the region, Botim Money to enable international money transfer and bill payments, and access to over 100,000 stores for users, among other unparalleled offerings. The launch of the Ultra app was a significant milestone to distinguish themselves in the crowded super app space, allowing users to use a single application for a seamless and convenient experience. Given the bold message and the introduction of innovative services and features in the technology realm, it was crucial for us to ensure that our delivery of information was both refined and impactful to effectively convey the magnitude and significance of this achievement.

THE DELIVERY

A launch event in the aptest space, the Museum of the Future, brought together key players in the technology space in May 2023. Atteline constructed and implemented a strategy that accordingly highlighted Botim’s new features and industry-revolutionising developments through an interactive screen that showcased the new and improved, rebranded app. Our strategy enabled us to position the app in a global capacity and the launch of the Ultra app was accordingly announced through a global title as we secured an exclusive interview with CNN Arabia. The interview highlighted the improvements and the game-changing introduction of Arabic GPT. During his keynote speech at the event, Abdallah Abu Sheikh, Astra Tech’s Founder and Botim’s CEO, presented the innovative Ultra app to journalists, influencers, and the users of Botim, asking for feedback about the app’s performance and reassuring audience members that their concerns and requests were not only being received but also acted upon. Moreover, the event hosted a variety of panel discussions with the likes of renowned tech journalists like Mike Butcher, editor at large at TechCrunch, head spokespersons from MoneyGram, Mastercard, and Bidease, as well as Mo Gawdat, host of Slo Mo podcast. A hands-on demonstration of how to seamlessly navigate the Ultra app, and accompanying videos which showcased how customers would be able to interact with the available services in an effortless and simple way.

THE OUTCOME

Building brand awareness – We saw coverage circulation of over 181 million, and a total PR value of more than $604,000 in less than one month. Botim’s user base increased from 90 million to 140 million users through effective communication.

Brand trust – Atteline pushed Astra Tech’s brand to the forefront of Middle East consumers, enabling a deeper connection to be built with Botim, its new services on the platform, and users’ family members abroad.

Strong coverage, partnerships, and expansion – The strategy was highly impactful with interviews and follow-up question-and-answer requests with Gulf News, Business Breakfast, Forbes Middle East, Fast Company, and CNN Arabia, Khaleej Times, and Lovin Dubai.

Accurate messaging and reputation – Our communication was bold, powerful, exact, and accurate, allowing us to get 100% key message penetration into our coverage.