ANWA - GUIDING STAR OF DUBAI
Brand | OMNIYAT MIDDLE EAST REAL ESTATE DEVELOPMENTS LLC |
Product/Service | ANWA |
Entrant | TBWA\RAAD Dubai, UNITED ARAB EMIRATES |
Category | Publications |
Entrant Company
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TBWA\RAAD Dubai, UNITED ARAB EMIRATES
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Advertising Agency
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TBWA\RAAD Dubai, UNITED ARAB EMIRATES
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Brief Explanation
The main objective is to create a theme around the building, giving it an identity that is both unique and relevant to the building itself. This affects the entire marketing-communications collateral for the building, including but not excluded to business cards, giveaway bags, print ads, billboards, etc.
The building itself does not have an especially distinct insight to work with - we didn't want to focus our communication strategies on our developers, and we did not have a benchmark to work with. The main challenge was to find a relevant communications insight through creative observations.
The Brief
Omniyat is a one-of-a-kind real estate development company in the region, most notable for its collaborations with various world renowned architects, interior and exterior designers for its projects. ANWA by Omniyat is no different. It is the first residential building being built in Dubai Maritime City, an up-and-coming development area in Dubai. A 30-something story tall building that has over 220 units to be sold in a competitive market, we needed to give ANWA a distinct personality in order to be memorable and to perform sales-wise.
How the final design was conceived
We decided to focus on the location of the project. When you arrive in Dubai via water transport, you're greeted by Dubai Maritime City as the main land contact. Since ANWA is the first residential project of the land, we saw an opportunity for ANWA to be a symbol. We first asked the developer to add a lighthouse at the top of the building, and built an entire atmosphere of the roaring 1920's where water transport was at its most glory era around the project. The art deco, the delicate design elements all compliment the main theme.
Indication of how successful the outcome was in the market
The results were measured by thorough word-of-mouth effect in the market. Ever since the launch, the project received praise from both investors and from the public. Over 70 media outlets attended the press conference at the launch and sales event in December, which ultimately led to so much demand from the public that we needed to extend the event by 2 more days to accommodate public desire. Till this date, over 81% of the unit has been sold despite the project only broken ground in December.
Omniyat is an innovative real estate developer whose values include design excellence, timeless creations and integrity. By constantly breaking boundaries, the phrase "by Omniyat" gives people a firm reassurance of quality yet unique through word of mouth. It targets the wealthy investors who are looking to diversifying their portfolios within real estate, especially Asian subcontinent community, GCC nationals and Eastern Europeans. Omniyat is a leading developer in the Middle East region with a portfolio of AED 12 billion by end of 2015. The budget of the brochure was AED 150,000, including image buying, illustrations for 1500 copies.
Credits
Rohan Young |
TBWA/RAAD |
Executive Creative Director |
Değer Özkan Çötelioğlu |
TBWA/RAAD |
Creative Director |
Değer Özkan Çötelioğlu |
TBWA/RAAD |
Copywriter |
Hiba Hassan |
TBWA/RAAD |
Senior Art Director |
Julio Luengo |
TBWA/RAAD |
Senior Designer |
Joe Lahham |
TBWA/RAAD |
Group Account Director |
Amira Ibrahim |
TBWA/RAAD |
Senior Account Director |
Bryan Chinyu Chou |
TBWA/RAAD |
Account Executive |
Jacob George |
TBWA/RAAD |
Graphic Designer |