Brand | TECOM - DUBAI DESIGN DISTRICT |
Product/Service | DISTANT NEIGHBOURS |
Entrant | SERVICEPLAN Dubai, UNITED ARAB EMIRATES |
Category | Community Building & Management |
Idea Creation
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SERVICEPLAN Dubai, UNITED ARAB EMIRATES
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Background
The avant-garde Dubai Design District is known for global fashion and design festivals, plus chic galleries showcasing work by up-and-coming designers and artists. But with the global pandemic and strict lockdowns, the visitors and energy all but disappeared.
For a business that thrives on up-close and immersive interactions with the people, this situation was far from ideal. We needed an organic way to seep back into people’s imagination and conversations, like they’ve always experienced on our premises.
Describe the strategy
With Instagram being the go-to social media app of our core audience, and tying the newly created account with D3’s own Instagram page, we piqued their curiosity and imagination. We were certain that the living spaces of creatives would be an extension of themselves, and thereby worth sharing for inspiration during a tough lockdown.
Describe the execution
We launched the initiative on the D3 Instagram page on 5th June with a video that was viewed over 100,000 times. We started receiving entries right away. Curated entries were then turned into illustration tiles, as the virtual apartment started taking shape. We went a step further and held online mental health webinars with certified doctors from The Lighthouse Wellbeing Clinic.
Once lockdown measures were eased, we launched an exhibition with the artworks created in the art galleries of D3, where visitors can scan a barcode to visit the Insta-Apartments thereby closing the circle.
List the results
Submissions from over 30 countries
Over 100 qualifying submissions
Over 10,000 interactions
Over 4 million impressions
Followers to D3 page up by 20% during lockdown months
Site traffic highest in the last quarter
Retail and business enquiries up by 30% during lockdown months, even from overseas
Credits
Akhilesh Bagri |
Serviceplan Middle East |
Executive Creative Director |
Andre Couto |
Serviceplan Middle East |
Creative Director |
Sahar Iqbal |
Serviceplan Middle East |
Head of Social |
Kunal Gagwani |
Serviceplan Middle East |
Designer |
Natalie Shardan |
Serviceplan Middle East |
Managing Director |
Frances Valerie Bonifacio |
Serviceplan Middle East |
Planning Director |
Amira Mohammadi |
Serviceplan Middle East |
Social Media Manager |
Laith Alemailat |
Serviceplan Middle East |
Account Executive |
Michelle Peric |
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Illustrator |
Reem Shaban |
Tecom Group |
Executive Director |
Saad Yusuf |
Tecom Group |
Marketing Director |
Khadija Al Bastaki |
Dubai Design District |
Executive Director |
Links
Social Media URL