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Strengthening Oxford Insights' position as a leading consultancy in digital transformation and AI

The brief

Oxford Insights (OI) works with governments on digital transformation projects. Since 2018 it has published an annual AI Readiness Index. This is now a recognised tool that helps governments to understand where they stand in areas such as Artificial Intelligence governance, technological expertise and infrastructure.  

Our brief was to support the publication of the 2020 Index, funded by the International Development Research Centre (IDRC) in Canada, and to demonstrate Oxford Insights’ expertise and thought leadership in digital transformation. The company also hoped to attract new business leads from global governments and AI related stakeholders. 

"The breadth and reach of the AI Readiness Index 2020 across global media and the engagement generated with key stakeholders was remarkable, especially in light of the global pandemic. These have triggered some exciting new leads for us helping to firmly position Oxford Insights at the forefront of global AI readiness expertise among governments and stakeholders. Allegory has been a key business partner in helping us achieve this and we look forward to working alongside them in the future,”

Our response

For the 2020 edition of the index we ran a key messaging and audience mapping workshop with OI and IDRC to refine and tailor the narrative and agree on core themes and messages. 

We then developed a profile-raising campaign to highlight the key findings and rankings of this year’s Index; focusing on core areas of interest for the key audiences including responsible AI, regional AI trends and AI inequalities.  

The campaign involved research to find media and partnership opportunities, and the creation of stakeholder packs and regional videos (East Asia, Middle East & North Africa, Sub-Saharan Africa, Latin America, Europe, North America & Canada) to bring the index and findings to life. 

We conducted weekly horizon scanning, stakeholder and event mapping, to find media and partnership opportunities. This was our launchpad for a full media relations campaign to promote the index in national and international publications, and secure interview opportunities for Oxford Insights’ CEO as well as highlighting a follow-on webinar series that OI hosted after the launch.    

The outcome

As a result of the campaign six new qualified business leads were generated for Oxford Insights within the first 2 months.

Media coverage was secured with a potential reach of more than 210 million people, with highlights including Der Tagesspiegel, The Daily Express, Forbes Africa, Computer Weekly, Engineering & Technology Magazine, Global Government Forum, and Daily News Egypt. 

Over the two months from launch, the campaign generated over 6,000 visits to Oxford Insights’ Index landing page, 860 video views and proactive engagement on social media including 35K Twitter impressions and 1.5K engagements including retweets from government officials around the world. More than 150 people signed up for a post-report webinar series with Oxford Insights. 


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