2022 Winners & Shortlists

Why is this work relevant for Brand Experience & Activation?

The launch of Al Mouj Muscat's most premium precinct, Golf Beach Residences, in the midst of a global pandemic and a challenging property market in Oman called for a non-traditional approach to the launch campaign. The strategy and creative development behind the 360 campaign, including a poignant campaign video, elevated advertising in the real estate sector locally and yielded sales results that were a staggering 2.5 times over the targets set.

Background

Capture the imagination of prospective purchasers for the launch of a collection of 53 luxury residences in a premium precinct within Al Mouj Muscat known as Golf Beach Residences. The residences are 5 and 6 bedroom villas situated within walking distance of pristine beach and Al Mouj Golf, the 18-hole championship golf course. The launch was set at the height of the pandemic and amidst a challenging property market and an economy where the GDP had contracted 15%. The traditional and straightforward approach of showcasing the product would not resonate with our high profile target audience and so the brief was to develop a disruptive campaign for the Omani audience. The target sales for the year were set at 8.2 million Omani Rials.

Describe the creative idea (20% of vote)

With the brief in mind to move away from traditional property advertising in Oman, we focused on what it meant to live in luxury, and today, that definition extends well beyond the physical product to a desire for experiences and states of mind. Inspiration for the campaign came from Al Mouj Muscat and the unique oceanfront setting of the stunning Residences. So we told a fairytale about a gentle-yet-bold protagonist and a mythical unicorn who find a home within each other. The legend of the Unicorn is attributed to sightings of the Arabian Oryx, native to our Omani land, a metaphor for the rarity, beauty and prestige of our premium offering. Ultimately, this campaign celebrates our protagonist's empowerment and her nature to nurture.

Describe the strategy (20% of vote)

The high end nature of the villas meant we needed the campaign to resonate with our elite clients and so we tapped into the insight that women have moved from influencers to decision makers when it comes to home purchases, directing up to 90% of the outcome. This fed directly into the creative development and we cast a gentle-yet-bold female protagonist for the campaign. We also veered away from showing the product, other than in the campaign video, to further set us apart and so prospective homeowners could envisage for themselves how these homes went Beyond anything they could have dreamt.

Describe the execution (30% of vote)

The excitement was rife in the lead up to launch, we had a whole unit change in design - resulting in the need to revise renders, floor plans and ultimately parts of the creative! Due to this we had around 6 weeks to plan and, with our 3D printed unicorn horn in hand, the respective teams were working down to the wire. Implementation started two days prior to launch with B2B activation and an intimate Brokers' event where key Brokers were invited for the unveiling of the precinct models and to have one on one briefings with our Sales Consultants to go through the 3 different villa types. Our B2C campaign was activated with a teaser of the campaign film on our social media platforms. At the stroke of midnight on launch day, the video was revealed, accompanied by the campaign our social media channels, advertisements in print and outdoor.

List the results (30% of vote)

Our campaign, Beyond Dreams turned out to be the most viral advertisement in Oman. Garnering around 38 million views [4 million views on YouTube - double the rate of our closest rival]. 1,370 sales leads were generated, resulting in 90-percent of the villas selling out within four weeks of the campaign’s launch. Generating 70 Million Dollars, and achieving more than twice of an already ambitious sales target. A campaign that we can all agree delivered, Beyond Dreams.