2017 Winners & Shortlists

FIND A HOME FASTER WITH PROPERTYFINDER

BrandPROPERTYFINDER
Product/ServicePROPERTY WEBSITE
EntrantMEMAC OGILVY & MATHER Dubai, UNITED ARAB EMIRATES
CategoryFinancial & Business Products & Services, Commercial Public Services
Idea Creation MEMAC OGILVY & MATHER Dubai, UNITED ARAB EMIRATES

The Campaign

To show how fast Propertyfinder.ae could help people find a home, we wanted to show them how fast they could do other things too, like coming up with ads. So we launched the fastest, and most reactive brand campaign in the Middle East. We created a ton of topical ads that compared the speed of using Propertyfinder.ae to various subject matters in order to emphasize the brand’s speed. With our finger on the trigger at all times, we were ready to create a cheeky new ad at anytime for whatever was happening in the news or online both locally, and internationally.

Creative Execution

We launched our campaign with a series massive billboards, one after the other along Sheikh Zayed Road, The UAE’s busiest street. We also launched eight YouTube bumpers, two radio spots, numerous Facebook ads, a guerrilla marketing stunt, branded the Dubai Tram, and released a new topical press ad every few days. In total our campaign had over 60 ads, targeting consumers at key moments of their day, ensuring our campaign was impossible to go unnoticed and was a topic of conversation on everyone’s lips. Billboards, a branded tram, and press ads grabbed people’s attention on their daily commute by car or metro, social media ads caught consumers in their free time, guerrilla-style massage cards caught people off guard when they least expected it, and YouTube bumpers reached them both at work and at home.

The campaign was a big hit, increasing Propertyfinder.ae’s favourite and recommended brand score by 300% and 50% respectively. It also increased traffic to the website by 15% and was named in the top 10 print/outdoor campaigns of 2016 by Campaign Magazine, firmly establishing them as the number one most trusted real estate website in the country.

To prove how fast Propertyfinder.ae could help people find a home, we showed them how reactive and quick they are at everything they do. So we launched the fastest, and most reactive brand campaign in the Middle East. We created daily ads that compared using Propertyfinder.ae to various subjects in the news to emphasize the brand’s speed. Each reactive topical ad was created with a cheeky headline and image, then swiftly produced and released in the media the very next day to achieve the maximum desired effect.

Insights, Strategy and the Idea

Propertyfinder.ae wanted to stand out from all the other real estate brands. To achieve that, we created ads with a cheeky tone of voice and bold art direction style to cut through all the other boring real estate clutter. In addition, to emphasize Propertyfinder.ae’s speed we needed to be fast ourselves, so we created new topical ads every few days that compared the speed of using Propertyfinder.ae to various subjects that were happening in the news locally and internationally. In order to make sure that Propertyfinder.ae was the talk of the town, we had to create ads that both pushed limits in their content, and use multiple media channels to ensure our campaign was visible and frequent enough to grab consumers’ attention whatever they were doing at different points of their day.

Credits

Name Company Role
Paul Shearer Memac Ogilvy Dubai Chief Creative Officer
Ramzi Moutran Memac Ogilvy Dubai Executive Creative Director
Sascha Kuntze Memac Ogilvy Dubai Creative Director
Waleed Bachnak Memac Ogilvy Dubai Copywriter
Maram Ashour Memac Ogilvy Dubai Art Director
Irfan Ghani Memac Ogilvy Dubai Designer Director
Hyunseo Yoo Memac Ogilvy Dubai Designer
Atul Shenoy Memac Ogilvy Dubai Client Services Director
Ishana Tolani Memac Ogilvy Dubai Senior Account Executive
Ramadan Ibrahim Memac Ogilvy Dubai Retoucher
SoundStruck Studios SoundStruck Studios Sound Studio
Souheil Zahreddine Freelancer Editor
Links
Video URL