Ellington Properties has revealed details about its ‘Live By Design’ campaign to highlight the brand’s role as a ‘lifestyle curator’, which goes far beyond being a mere real estate developer.
The campaign deliberately moved away from a transactional ‘property showcase’ and instead focused on the intangible – the moments, moods and experiences that define a home.
The brand intended to make a statement true to its core philosophy – that Ellington doesn’t just sell houses; it shapes lifestyles.
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The campaign was a collaborative effort between Ellington’s in-house marketing team and its creative and digital partners.
By working hand-in-hand, the brand ensured the execution stayed true to its design-led ethos and reflected its distinctive brand identity at every stage.
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Omnichannel rollout across digital, social media, corporate assets and OOH billboards
The Ellington ‘Live By Design’ campaign came to life across multiple touchpoints, with digital platforms and social media at its core.
Ellington also extended the creative into its website and corporate presentations to ensure consistency across every brand interaction.
To amplify reach, the brand rolled out striking billboards in key locations across the UAE, giving the campaign strong on-ground visibility.
The brand’s choice of channels was intentional to stay aligned with its ethos of minimalism and lifestyle-driven storytelling.
Digital and social platforms gave the campaign a direct line to design-savvy audiences, while billboards created a strong visual presence without compromising the campaign’s authenticity.
Every touchpoint was curated to feel like an extension of Ellington itself: minimal, elegant and genuine.
The brand set its sights on audiences who see their homes as an extension of their identity; people who value design, creativity and authenticity in how they live.
Additionally, the brand also engaged investors who understand that developments shaped around lifestyle and aesthetics ultimately create lasting value.
The campaign was activated both locally in the UAE and across international markets, ensuring Ellington’s brand message reached and resonated with a diverse global audience.
Unlike a short-lived promotion, this was a brand positioning exercise, one that continues to shape how the brand presents itself today.
Although it first launched two years ago, the campaign still runs on UAE billboards, through the Ellington platforms, touchpoints, and presentations, serving as a lasting expression of Ellington’s identity and philosophy.
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The success of the campaign is being measured through a blend of quantitative and qualitative metrics.
On the numbers side, the brand is measuring brand visibility, digital engagement, social media reach, website traffic and direct inquiries generated.
Beyond that, client feedback and the reinforcement of Ellington’s positioning, both locally and internationally, serve as key indicators.
Most importantly, the campaign has created a foundation that will now informs the next phase of the brand’s storytelling.
CREDITS:
Client: Ellington Properties
Creative agency: Momentum Dubai
