Request for Proposal

RFP Title: Marketing campaign to position Date of Proposal: 7th June 2022 Ministry of Industry and Advanced Technology
the UAE as a global destination for Advanced
Technology development and application

Table of Content

Brief Introduction about MOIAT

1. Project Overview

2. Project Goals

3. Proposed Sitemap

4. Scope of Work

5. Technical Requirements

6. Project Timeline

7. Proposal Requirements

INTRODUCTION ABOUT MINISTRY OF INDUSTRY AND ADVANCED TECHNOLOGY

On July 5, 2020, the Ministry of Industry and Advanced Technology (MoIAT) was established with the objective to contribute to the sustainable
economic growth and diversification of the UAE’s Industrial sector, enhancing its competitiveness, empowering the adoption of advanced
technologies, contributing actively to the national economy and increasing the UAE’s GDP.
The 3 priority areas of the Ministry, as noted by His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the
UAE and Ruler of Dubai are:
• National Industrial resilience
• The competitiveness of the UAE’s national products globally
• Enhancing the UAE’s In-Country Value
MOIAT strategy is enabled through 4 pillars.:
• The first is to provide enablers for industrial sector growth through supportive legislations that attract partners, investors, and talent from
around the world.

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 • The second is to enhance the competitive advantages of national products across priority sectors such as food and medicine, heavy
industries such as iron and aluminum, as well as defense, electrical industries, and petrochemicals. This, in addition to capacity building in
future industries, such as space, hydrogen, and agricultural technology or agritech.
• Third is to strengthen national industry through supporting their adoption of advanced technology, which in turn enhances production
quality, operational efficiencies and as a result consumer satisfaction.
• The fourth pillar focuses on incentive programs, such as the National In-Country Value Program to empower national industries enhance
their competitiveness and expand their growth.
The role of Advanced technology in the national Industrial system
The UAE has many competitive advantages, most notably a modern infrastructure supported by advanced technology. In line with the national
strategy for industry, we focused on the opportunities that help the UAE become a global destination for industries of the future.

The Ministry launched the Fourth Industrial Revolution Program (Industry 4.0) as part of the projects of the fifty, to accelerate the integration of 4IR
solutions and applications across the UAE’s industrial sector, enhance the UAE’s overall industrial competitiveness, drive down costs, increase
productivity and efficiency, enhance quality, improve safety and create new jobs.

One key element of the program is the implementation of the Smart Industry Readiness Index which helps companies understand their current
digital maturity as well as contribute to increasing their awareness of 4IR applications. To date, the Ministry has assessed 160 industrial companies
with a target of 200 by mid-2022.

The program also includes the Industry Champions 4.0 Network, in which leading local and international companies have united to share best-
practice in the deployment of 4IR technologies across the UAE’s industrial sector. To date, 14 national and global entities have joined the network.

Moreover, in partnership with the Mohamed bin Zayed University of Artificial Intelligence, MBZUAI, we launched the Leadership 4.0 initiative
aimed at developing knowledge and skills around 4IR solutions in smart manufacturing and how it helps the implementation of the UAE’s
industrial strategy. The first batch of 30 executives have already concluded the program. The target is to train more than 100 executives and leaders
from the industrial sector by the end of the year.

The ministry has also developed a national guide in cooperation with the Federal Competitiveness and Statistics Centre in order to measure
spending on research and development in the government sector. With the aim of enhancing the contribution of research and development to
sustainable economic growth in the UAE, focusing on strategic and priority sectors, the Emirates Research and Development Council was
established. Consequently, the Ministry developed a policy for R&D governance, which establishes a national system for research and development
supported by scientific and research competencies and capabilities to unify efforts towards achieving national priorities.

The main principles at the Ministry of Industry and Advanced Technology are:
• H.E Dr Sultan Ahmed Al Jaber, UAE Minister of Industry and Advanced Technology

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• H.E Sarah bint Yousef Al Amiri, UAE Minister of State for Advanced Technology

Project Goals:
the purpose of this RFP is to develop a holistic marketing and communication campaign to position the UAE as a global destination for Advanced
Technology development and application. The campaign should invite the world to join the UAE’s journey towards becoming the capital of the
future by addressing the following competitive advantages:

• Advanced Infrastructure: Advanced physical and digital infrastructure providing confidence to investors
• Opportunities for Investments: Ideas, innovations, technologies, and sectors with high-growth potential
• World-Class Logistics Hub: With its strategic location and expanded networks, the UAE is the gateway for trade in the region
• Embracing Disruptive Technologies: Openness to experimentation, testing and adoption
• Top Adopters of Technology: Digital government, digital economy, digital society
• Higher Quality of Life: A safe, secure, and prosperous life, placing human beings at the core of progress

The objective of this campaign is to:

• Enhance understanding around the benefit of adopting Advanced Technology amongst Industry
• A call to action for investors to establish Advanced Technology companies in the UAE
• Position the UAE as a hub for AT and MoIAT at the Center of that positioning
In Order to do that, we need to focus of three main pillars:
• Educating internal and local general audience about Advanced Technology and ensuring excitement about it (what is Advanced
technology, what it means, its general benefits etc)
• Promote AT initiatives and position them as comprehensive, practical and results oriented. In other words, use the initiatives that the
ministry has identified to package a holistic campaign, give it a special brand/name and then promote all these AT initiatives under that
brand.
• Linking the campaign to overall Ministry of Industry and Advanced Technology Strategy.

Below is the preliminary list of Initiatives:

Main Initiatives: Description

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Sandboxes Developing standards and technical regulations for adopting and
developing TRL 4+ advanced technologies per “area” (two tracks:
MoCA’s RegLab, and MoIAT's stakeholders);

These are the potential focus areas:

1. Robotics, especially in DefenceTech, Metals, Electrical

Equipment, and Machinery & Equipment (collaborate with
ATRC, MoD, and the AI Office)
2. AI, Big Data, and Analytics, especially in DefenceTech,
Metals, Machinery & Equipment, MedTech, and and
SpaceTech (collaborate with ATRC, MBZUAI, MoD, MoHAP,
and the AI Office)
3. IoT, especially in DefenceTech, FoodTech, MedTech, and
Machinery & Equipment (collaborate with ATRC, MoD,
MoHAP, MoCCAE, TDRA, Etisalat, and du)
4. Additive Manufacturing, especially in DefenceTech,
MedTech, and SpaceTech (MoIAT to lead this with ATRC,
MoD, MoHAP, and UAESA); albeit excluded from
manufacturing, but adding Construction, which requires
collaboration with MoEI
5. Blockchain, especially in DefenceTech, FoodTech, and
MedTech (collaborate with MoD, MoHAP, MoCCAE, and AI
Office)
6. 7. Mixed Reality (MR), especially in DefenceTech, MedTech,
and SpaceTech (collaborate with MoD, MoHAP, UAESA,
Etisalat, and du)
Industry 4.0 Program A program that aims to support the digital transformation of the
industrial sector towards industry 4.0 through launching an industry
4.0 platform, industry 4.0 enablement center and industry 4.0 awards.
Updated Industrial Law

Emirates Development Bank AT Products & Services Promote EDB’s offerings for both AT and Green Technology

In country Value Program Bonus for AT deployment Integrated Advanced technology in ICV formula
Global Conference and Forums Themes:

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 Industry 4.0

A global Industry 4.0 forum positioning the UAE as a thought leader in

4IR:

• A networking platform for government leaders, businesses

and industry 4.0 experts
• Showcasing advanced technology use-cases
• Highlight UAE champions

Target audience: Industrial sector, technology providers, technology

adopters, academia, government officials

Experiment in the UAE

A global conference positioning the UAE as a destination for R&D,

testing and experimentation:

• Launching Sandbox initiative

• Showcasing Sci-Tech initiatives

Target audience: Government officials, technology developers,

researchers and scientists, technology champions, technology
regulators

Amplifiers Description
Global SciTech Exchange A program to promote the science and technology ecosystem in the
UAE and encourage collaborations and attraction of talent, research
and FDI
AT Thought Leadership & Open Data Establish what AT is, and churn regular papers and social media
activities of substance to own the moniker of AT (collaborate with the
Champions 4.0 Network, select consulting firms, UAE and global think
tanks, and social media influencers)

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 AT Competition and Awards Potentially collaborate with ATRC to launch an award similar to Xprize
where scientific solutions are awarded for solving grand challenges (to
be announced/awarded in the conference).
Commercial Banks' AT Products & Services MoUs with commercial banks for AT-oriented products and services of
various degrees, as per the appetite of each bank
MBR Medal for Scientific Distinguishment and Golden Visa MBRAS awards the Mohammed bin Rashid Medal for Scientific
Distinguishiment to notable scientists in the UAE. The Medal is the
highest scientific acknowledgement in the UAE. It celebrates scholars
and scientists and highlights their role in the society to present
scientists as role models and source of pride for the UAE.

Project Scope and deliverables:

Marketing & communication campaign

• Develop a creative and appealing brand name for the overall kick off campaign
• Create a logo and a tagline for the above-mentioned campaign.
• The brand name should reflect how we want to position the UAE in the Advanced Technology sphere and distinguish ourselves from
other pioneering countries in this field.
• Create one hero video to launch the campaign and teaser cuts (from the main hero video) in different formats, to be posted across
different platforms including social media and TV stations.
• Create social media post designs and teasers for the kick off campaign (e.g countdown).
• Create a campaign narrative (the story we want to tell) in an attractive, exciting, and captivating style and should align with the futuristic
and ambitious goals of the initiative.
• The duration for the kick off campaign is 2 weeks.

Target Audience:
• Leadership and Government (federal and local)
• UAE Nationals and residents
• Potential partners
• Media
• Influencers
• Relevant global ministers and govt representatives
• Relevant global organizations and multilateral agencies (WEF, UNIDO, WTO..)

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Technical Requirements:

• The agency we assign should have in-house capability for the following: translation , editors , video production, graphic designers.
• The agency is required to have a senior account manager with extensive strategic comms and experience in government or international
organizations
• The agency should have extensive background pertaining to MOIAT interests and stakeholders.

Project Timeline:
The process of selecting the agency comprises three phases:
1. Issuance of the RFP, followed by Requests for Additional Information from MOIAT
2. Receipt and initial review of the proposals by MOIAT, with the goal to assess the proposals and create a shortlist of qualified firms that are
allowed into the final phase
3. Commercial negotiations and signature of contract

All firms are required to answer questions following their presentations.

If you have any queries, please email Taif Al Amiri on talamiri@moiat.gov.ae
Responses to questions will be shared with all firms who have expressed an interest in this tender.

Proposal Requirements:
For the presentation of proposal, participating consultancies are required to submit their responses with the following:
a. A creative and appealing brand name for the overall kick off campaign
b. A campaign narrative
c. A logo and a tagline for the above-mentioned campaign.
d. A story board for the hero video
e. Samples of the Social media designs aligned with the campaign theme
f. Implantation plan & team structure

Tentative Tender timetable:

Tender Process Activities Date

Firms to receive RFP 7th June 2022

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 Firms to express their interest 9th June 2022

Initial Presentation before submission to MOIAT and to 22-23 June 2022

answer any inquiries

Deadline to submit proposal 28 June 2022

Contact: Taif Al Amiri Email: talamiri@moiat.gov.ae Phone #: +971 (4) 208 4315
Director of Government Communication
Department

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