2020/2021 Winners & Shortlists

Background

Dubai’s real estate market has been not been growing in the recent years. The positive momentum from 2017 did not translate into increased activity in 2018, as the decline was evident in both completed-units and off-plan transactions, with the total volume of residential transactions decreasing. In this environment, Dubai Holding wanted to promote Madinat Jumeirah Living. Despite the unremarkable market situation, Madinat Jumeirah Living (MJL) is pretty remarkable. Pedestrian-centric community living, with restricted access for cars. Exclusive, bespoke designs. Full sea views, including the iconic Burj Al Arab that’s right across MJL. An air-conditioned footbridge connected to Madinat Jumeirah. And lush landscapes. But, in a busy real estate landscape, previous marketing efforts hadn’t earned the interest and leads needed. While MJL was launched earlier, the content focused on functional offers of the property. We needed to relaunch MJL and make it famous across the UAE and the region.

The Interpretation of the Challenge (30% of vote)

In Dubai, “affluence” is not rare, as aren’t ostentatious displays of wealth. Amidst this mass affluence, the truly affluent find it difficult to stand out. The truly affluent are harder to spot. 84% of them think nowadays it’s harder to tell how affluent someone is just by looks. They prefer stories versus symbols and experiences versus destinations. They’re not those wealthy consumers who seek status, or who use loud luxury goods to signal to the less affluent that they are not one of them. In a city where Downtown Dubai is considered the epitome of luxury, with its iconic Burj Khalifa that dots Dubai tourism videos and Dubai's skyline, this perception often overshadows the drawbacks of it being one of the most sought-after residential locations and the most popular tourist destination in the city. How could MJL stand out vs. Downtown Dubai and vs. luxury real estate cliches in Dubai?

The Insight / Breakthrough Thinking (30% of vote)

HUMAN INSIGHT: High net-worth individuals view luxury differently than others who seek it. They see no intrigue in having the best of what everyone wants. What matters to them is having that which is uniquely exclusive and is perfect without a downside. PRODUCT INSIGHT: MJL is a residential community living like no other. It's the only one in Dubai to offer everything that sums up the luxurious dream different from what the city usually offers, while allowing its residents to be away from all the madness of a place like Downtown. APPROACH: We needed to create a remarkable campaign to attract the high networth buyers. So, we identified a renowned TV star who embodies the personality and attitude of high networth buyers; Gabriel Macht, aka Harvey Specter from popular TV show Suits. His TV character is someone who has an exquisite taste in everything he owns and chooses.

The Creative Idea (20% of vote)

We asked: If Harvey lived in Dubai, where would he live? There’s really only one place that has the quiet, understated, luxury lifestyle that he’d naturally choose. And it’s definitely not Downtown; a development from Dubai Holding’s competitor - EMAAR - whose developments such as the Burj Al Arab form the iconic sky rise of Dubai. After the film launched, it was taken off air due to its challenging nature. It took 2 months of behind the scenes negotiating before it relaunched UNEDITED and UNFILTERED. A branded content series on social media educated real-estate buyers about the exclusive features. Iconic outdoor placements generated more visibility. 360 videos and digital content targeted high net-worth buyers, across web and mobile. And it became the top-visited residential exhibit at conventions worldwide.

The Outcome / Results (20% of vote)

Becoming an online hit, the film became the most-watched real estate content in the world. Ever. Very rare for the category. It trended across leading construction and media platforms. Even Harvey shared his support. Organic endorsements from real-estate agents, earned more visibility with potential buyers. Ever heard of a real estate ad discussed on radio? Well, ours was. And as the suave Harvey Specter charmed Dubai, and the world, this campaign became Dubai Holding’s most effective ever, proving that there’s real estate advertising and then there’s Madinat Jumeirah Living advertising. Campaign likability: 95% out of high net-worth buyers. Purchase intent: 75% out of interested buyers vs. the KPI of 50%; i.e. 25% above targets. Leads generated: +62% from 59 to 96 in 3 months vs. the KPI of 75 in 6 months. Unit sales: +35% above KPIs in 3 months vs. targeted 6 months.