2007 Winners & Shortlists

The Brief

6

Describe the creative solution to the brief/objective.

Calling attention to their serious concern posed by spiralling housing costs, a spoof 'fire alarm' was wall-mounted outside rented homes. It urged, 'In case of alarming rent hikes, tear here'. Inside 'the rescue guide for tenants in distress' went on to empathise with their situation, making a strong case to buy an Emaar home instead of continuing to pay rent. The mortgage offers from three financial institutions and information about the Emaar communities was detailed to help them to make an informed decision.

Results

Out of 31,000 prospects, roughly 1,200 called in and about 125 visited Emmar's on-site sales centres. The total number of homes sold is yet to be calculated as many are in the process of being finalised.