2007 Winners & Shortlists

The Brief

6

Describe the creative solution to the brief/objective.

The creative draws on the insight that Golf Lovers 'live' on the golf course and dramatizes what it would be like to literally live on the course. What better way to sell a 'home with a great golf view' than to actually show it. We sent potential home-seekers a folded A2 sheet and double-sided tape. This opened out into a breath-taking view of the golf course offering a simple choice: either they could use the double-sided tape and put up the poster on a window or simply wake up to the real view every morning by buying a Golf Home.

Results

The Direct Mail generated a high visit rate. Out of the 1,000 mailers that were sent to members of the UAE Golfing Federation, 102 actually visited the Emaar Sales Center - a 10% response. The cost of the mailer was only 21,000 AED/ 6,000 USD versus the minimum house value of 3.1million AED/ 850,000 USD. The Emaar Sales team reported that some buyers found the poster so pleasing that they actually put it up on their home and office windows.