

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








wow, this is good stuff.. Emaar is acting smart.. we should spread the good word.. my opinion of the giant has been raised by a fraction thanks to Mr Carrots
thanks
thanx BuJ
Emaar is great
hmm emaar isn’t always great.. esp not the lovely boss of theirs..
i remember the old bbc programme.. dubai dreams and he was in his new A8:
“i like V8 because when i bress the betrool i get bowerful resbonse”
hmmm.. fast but not great!
Emaar is great in allocating great subject of moeny to spend on BTL but at the end its all coming back to the agency creative team?!
Nice creation indeed