2009 Winners & Shortlists

Results and Effectiveness

The campaign generated 6900 visits in just 2 weeks which, in turn generated 2,629 registrations. This is an astounding 38% conversion rate or over 15-times the typical ROI for an online display banner campaign. Overall while the entire real estate category was battling it out on the traditional media front, ETA Star had a 100% share of voice amongst its TA directly via their mobile handsets.

Creative Execution

We filtered the message based on their handset models such as the Vertu, Eseries, Blackberry, Sirocco and the iPhone, all of them being popular with the style crowd. The ad would only appear on these specific phone models. The consumers were driven to a mobile WAP site which featured further information on the project as well as a lead generation form for sales follow-up.

Insights, Strategy and the Idea

ETA Star was launching Star Living, a residential project focused on affluent style seekers during Cityscape 2008. During this event, media is competitive and expensive, hence we had to find an alternative to keep the message targeted and effective. The insight was based on the fact that high-end mobile handsets are comparable to clothing, watches and accessories as a lifestyle statement amongst the target group. Research revealed that their mobile turnover rates are amongst the highest in the world, as frequent as having the latest mobile phone every 6 months! The second insight revealed that they are amongst the heaviest users of mobile internet in the UAE. The idea was to reach and engage them while they were accessing the internet on mobile phones ensuring an exclusive environment without any competing advertiser.