The United Nations’ International Development Information Network Association (DEVNET) sets up a 2010 Shanghai World Expo pavilion, to educate attendees about Information and Communication Technology (ICT), and encourage inter-regional business and humanitarian cooperation. In short, it aims to bridge the technological disparity between first and third world nations.
Help DEVNET promote ICT usage through pavilion events
Attract more people to visit the pavilion, thus increasing DEVNET’s reach
Provide opportunities for international entrepreneurs to come to China, and provide them with key networking and business relations
DT tailored its campaigns based around popular topics and celebrated icons – the World Cup, Michael Jackson, Yao Ming and others – to attract not only guests who were interested in ICT, but also general attendees to the DEVNET Pavilion. The buzz created networking opportunities for Chinese small-medium enterprises, and DT also arranged for them to meet with key government officials in several Chinese cities, allowing for the exchange of business and technological information. DT supported the offline events and PR with a holistic online campaign that was highly successful.
The Pavilion Emerged As One Of The Visitors’ Top Three Favorites At The Shanghai Expo Under The ‘Association’ Category. Drawing The Highest Online Traffic, It Was Also Voted The Most Favorable Pavilion Online In The Same Category. It Was Also Among The Quickest Of The Top 10 Association Pavilions To Reach 1 Million Visitors. The pavilion also made successful achievements In Promoting Post-Expo Collaborations Between DEVNET And Three China Provinces, Including One Confirmed Project To replicate The Pavilion In Zhejiang, Jinhua City. The World Citizen Passports Successfully Encouraged visitors’ re-patronages, With Each Passport Holder Entering The DEVNET Pavilion An Average Of Three Times.