Emaar | Stop being known as 37 A

Advertising Agency: Wunderman Dubai, UAE

Background:
Downtown Burj Dubai is set to become Dubai’s most up-market community built by Emaar, a leading property developer. However, only one phase within the project called The Residences had been completed, and its residents were feeling alienated as the rest of the development was still a construction site. Emaar decided to hold a barbeque part to encourage them to get together and make them feel like they were part of a community. The challenge was to get 1,500 people to take the time to attend the event and get acquainted with their neighbours.

Idea:
The agency’s idea stemmed from the thought that neighbours are usually identified by their apartment numbers rather than their names. So a door hanger mailer was created with a name tag attached, telling people to ‘stop being known as 37 A’. Each of the tags was personalized to the apartment number of the recipient. The tag had a dual purpose: it could also be reversed and worn to the part as a name tag – a little start up kit to get the residents introduced to their new community.

Results:
Out of 1,500 residents, more than 900 confirmed their attendance and the event was a great success.

Target Audience:
Residents of Downtown Burj Dubai

Campaign Size/Volume:
1,500 door drops