Property Finder has revealed the strategic rollout of the ‘It All Starts Here’ integrated marketing campaign, timed perfectly during a peak real estate period that combines back-to-school, the end of summer, the influx of new arrivals in the UAE – all of which reportedly make it a prime time for renting, buying and investing in homes.
The main objective of the campaign was to sustain strong brand awareness and drive engagement with the brand’s platform by communicating both its functional and emotional benefits.
The integrated campaign was rolled out across out-of-home (OOH) billboards, radio, social media platforms, and podcasts. It was also strategically expanded into community-driven platforms such as Quora and Reddit, among others, for deeper audience engagement
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In conversation with Campaign Middle East, Sevgi Gur, Chief Marketing Officer at Property Finder, said, “The anchor piece of the campaign was a 200-metre hoarding carrying the brand’s core brand message and narrative device, ‘It All Starts Here’.
She added, “We’re proud to say it’s the largest AI-generated skyline of Dubai ever created. Sponsorships and content partnerships were incorporated to enhance visibility and foster more meaningful connections with consumers.”
When asked about why this specific approach was taken for the campaign, she responded, “Two words: reach and relevance. We chose a mix of traditional and digital channels to ensure optimal performance during a peak real estate period. By balancing broad awareness platforms – think outdoor and radio – with more targeted and interactive formats such as social media, podcasts, community-driven platforms, we can better support our dual objectives of maintaining brand visibility while driving measurable engagement with the platform.”
The campaign is the product of a global, five-agency pitch process. The winning concept was created by Publicis Groupe Middle East here in Dubai. The brand’s partner MindShare handled the media responsibilities. All the creative assets were developed in-house, using several of the latest AI tools.
The ‘It All Starts Here’ campaign targeted the brand’s core audience, consisting of home seekers, sellers, and investors living in or visiting the UAE.
Gur explained. “This represents a minor shift from our traditional mix, as we’re paying greater attention to those looking at properties as investments. This campaign is also in support of our brokerage partners, as we look to promote them in their respective communities.”
The campaign is currently active in Dubai, Abu Dhabi, and the Northern Emirates, marking the biggest media presence Property Finder has ever had.
It will run for three months. In order to keep it fresh, the brand intends to rotate in new creatives based on performance and A/B testing.
Since the campaign is primarily running to build brand visibility and engagement, the success is being measured through clear KPIs:
- Driving new users to the platform
- Increasing session numbers and app installs to feed the upper funnel
- Evaluating creative effectiveness through performance metrics such as view rates and click-through rates (CTRs).
CREDITS:
Client: Property Finder
Agencies: Publicis Groupe Middle East and MindShare
