2016 Winners & Shortlists

The Campaign

Challenge: Rent in UAE is expensive - the quality of someone’s apartment is eventually down to the quality of the items it is filled with. UAE residents pay a lot for rent but end up with an apartment filled with clutter or things they don’t love. And everyone should love their home - it’s the place where we sleep and rest from our busy lives. Objectives: We wanted to get UAE residents to review their belongings and sell what they have fallen out of love with. This way, they will have the budget and space to fill their home with the things they truly love. Strategy: Usually, people lack either the know-how or the inspiration to give their home a makeover. People love before and after stories, and they love makeovers of any kind. Home makeovers are a fantastic way to bring all of these elements together and inspire UAE residents to make a change in their lives as well. Execution: We have partnered up with two international interior design experts to help 4 lucky winners transform their houses. The contestants applied through a magazine competition, social media posts and banners on the website, and they sent in a video stating why they needed the designers help to makeover their home. The 4 most convincing cases were chosen, and the makeover was filmed with the full story - the before, the choice of the items that would be sold, the brainstorming between the designers, purchasing of the new items and eventually a time lapse of the makeover and the finished room - with a reaction and testimonial of the contestants.

Over 24 million impressions of the campaign, 1.4 million video views, 150,000 engaged users on social media, and over 3 millions PR impressions worth 150,000 USD, even featured on the front page of The National. And the best part - a 24% increase in items posted for sale - and 4 brand new makeovers that their owners loved!