Holo, a proptech company and digital home-buying platform based in the MENA region, has launched an integrated, omnichannel campaign to position the brand as the region’s go-to digital destination for homeownership.
The goal of the Holo campaign wasn’t merely to make noise; it was to deliver measurable impact. As such, the brand set out a clear objective to drive high-quality leads across both its mortgage and concierge services, while reinforcing the brand as one of the smartest, fastest and most trusted way to buy property in the UAE.
At the heart of the campaign was a bold hook: Buy One, Get AED 500,000 Towards a Second Property. It was a disruptive, attention-grabbing incentive designed to stop scrolls, spark conversations and get people clicking.
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Beyond virality, the offer served a strategic purpose: to capture both first-time buyers and seasoned investors by appealing to logic – value, and emotion – aspiration.
The campaign sought to create a full-funnel journey, from awareness to conversion, by aligning performance metrics with brand storytelling.
The north stars of the campaign were lead generation, digital engagement and brand affinity.
The campaign was largely conceived, executed, and managed in-house by Holo’s integrated marketing team, showcasing the strength of its internal creative, media and digital strategy capabilities.
Creative and strategy: The core campaign concept, messaging framework, and audience targeting were developed by Holo’s in-house team, ensuring strategic alignment with the brand’s voice and commercial objectives.
Media buying and digital execution: All digital media planning, buying and performance tracking, from social ads to search and programmatic, were executed internally, allowing for agile optimisation and full-funnel visibility.
Production: While most of the creative assets were produced in-house, the brand collaborated with an external production house for the upcoming hero video, designed to serve as the cinematic centrepiece of the campaign.
This hybrid model allowed Holo to move fast, stay consistent, and retain control over brand storytelling, while selectively partnering with specialists to elevate key campaign elements.
Rollout of the Holo campaign
The campaign was designed to be a high-impact, full-funnel rollout, merging mass reach with precision targeting. The brand went bold on awareness, tactical on conversion, and was cohesive across every channel.
It was rolled out across high-impact out-of-home, digital and social media channels, through CRM and retargeting, search and programmatic, as well as public relations (PR) and partnerships.
The campaign is currently running, active from 15 September to 13 November 2025, spanning a two-month period of integrated marketing activity across all channels.
- The promotional offer, “Buy One, Get AED 500,000 Towards a Second Property”, follows a slightly extended structure. While entries must be submitted by 13 November, applicants have until 22 November 2025, to complete their final paperwork (Final Offer Letter or Form F) to qualify.
- This staggered timeline was intentionally designed to maintain campaign urgency while allowing for the practicalities of the home-buying process, ensuring both lead momentum and conversion success.
- Out-of-Home (OOH): The brand dominated key arteries of Dubai with placements engineered for maximum visibility, including the iconic “The Show” board on Sheikh Zayed Road (SZR).Additionally, Holo also took up Hessa half-board hoardings, a full Onpassive Metro wrap, and LED bridge banners across SZR.These served as bold visual anchors for the campaign, creating daily touchpoints with commuters and residents alike.
- Digital and social media: From TikTok videos to performance-driven YouTube pre-rolls, the campaign also pulsed across Instagram, Facebook, LinkedIn, and YouTube.This part of the campaign rollout leveraged a blend of paid and organic content to reach audiences at different stages of the home-buying journey.
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- CRM and retargeting: Holo built intelligent funnels through email marketing and retargeting, ensuring every interested click was nurtured into a potential lead. From abandoned application reminders to personalised loan offers, CRM became the engine behind conversion.
- Search and programmatic: To capture high-intent traffic, the brand launched targeted search campaigns across Google, supported by programmatic display ads that extended the campaign’s reach across the wider digital ecosystem.
- PR and partnerships: To further amplify the message, we activated media partnerships and strategic PR to secure editorial real estate across key publications, reinforcing trust, credibility, and top-of-mind awareness.
- Strategic media and influencer collaborations: The campaign featured media and influencer collaborations to boost authenticity and extend reach beyond traditional advertising. Holo partnered with Lovin Dubai, one of the UAE’s most-followed lifestyle platforms, to create engaging, shareable content that highlighted the uniqueness of the offer. Their influence helped inject local cultural relevance and positioned Holo within everyday conversations — especially among younger, digitally native audiences.
- Radio partnerships: In parallel, radio partnerships helped the brand tap into commuter and drive-time audiences, offering mass-market amplification and credibility. These touchpoints were especially effective in reinforcing the campaign message alongside Holo’s Sheikh Zayed Road OOH presence — creating a multi-sensory brand experience.
Together, these collaborations were meant to deliver more than just impressions. They continue to drive organic engagement, spark community buzz, and reach demographics that may have slipped past traditional performance or out-of-home channels — ultimately helping the brand bridge trust, drive action, and fuel conversion.
The campaign was exclusively focused on the UAE, with a sharp emphasis on Dubai, the epicentre of the country’s real estate activity.
Holo’s out-of-home strategy concentrated on high-impact visibility along Sheikh Zayed Road, Dubai Metro lines, and key residential corridors, ensuring daily exposure to both commuters and high-intent homebuyers.
On the digital front, targeting extended across the entire UAE, with a focus on expats and residents actively browsing property listings, mortgage solutions and investment opportunities. From Al Ain to Abu Dhabi, the digital campaign was optimised to reach homebuyers where they live, work and scroll.
While the message was national, the heartbeat of the campaign pulsed strongest in Dubai, where the brand’s value proposition is most immediate and the appetite for property ownership continues to accelerate.
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Audiences targeted for the Holo campaign
The campaign strategically zeroed in on three key audience segments, each representing a distinct entry point into the UAE property market:
- Mortgage buyers: The core target was UAE-based expats and residents actively seeking financing for their first or second homes. This included salaried professionals aged 28–45, earning AED 15,000+ per month. This group values convenience, transparency, and speed, all pillars of Holo’s mortgage platform.
- Cash buyers and investors: Parallel to that, the brand tapped into a more affluent cohort of high-net-worth individuals (HNWI) and seasoned investors, including GCC nationals, family offices and global buyers, who prefer to transact in cash and often seek premium white-glove service.For them, Holo’s concierge model served as a differentiator, offering end-to-end guidance in Dubai’s fast-moving off-plan and secondary markets.
- Real estate agents and professionals: As a secondary audience, the brand also activated real estate agents and brokers through the Holo HUB, its partner network built to drive referral leads into the ecosystem.This B2B channel created a pipeline effect, complementing the brand’s direct-to-consumer efforts.
Across all segments, the common thread was ambition, young families, upwardly mobile professionals, and investors aged 28–50 who see Dubai real estate as a stable, future-proof asset.
Whether it’s owning a dream home or building a portfolio, the key thread across the audience is a desire for smarter, faster and more secure property buying.
Tangible and measurable outcomes of the campaign
This omnichannel approach to the campaign allowed Holo to cast a wide net while maintaining performance accountability.
It reflected the brand’s dual objective: generate noise and deliver measurable, conversion-driven results.
Success was defined across three distinct but interconnected key performance indicators (KPIs): brand, performance, and engagement. Holo ensured that it measured both awareness and action.
- Brand KPIs: The brand tracked eyeball impressions, digital reach and brand lift metrics across both OOH and digital channels. These helped Holo evaluate top-of-funnel success and measure how effectively the campaign elevated its visibility in a highly competitive market.
- Performance KPIs: Holo’s north star for ROI was lead generation, specifically, the number of mortgage and concierge applications, the volume of qualified leads, and the total draw entries for the AED 500,000 promotion. These metrics were tied directly to business impact.
- Engagement KPIs: Holo also monitored social media performance across paid and organic content, including video views, shares, comments, click-through rates (CTR) and video-through rates (VTR), to understand how well the creative resonated and how effectively it moved users down the funnel.
To figure out how to enter the draw and claim the 500K prize, watch the Holo campaign video above.
CREDITS:
Client: Holo
Creative and strategy: The core campaign concept, messaging framework, and audience targeting were developed by Holo’s in-house integrated marketing team.
Media buying and digital execution: All digital media planning, buying and performance tracking, from social ads to search and programmatic, were executed internally by Holo’s in-house integrated marketing team.
Production: While most of the creative assets were produced in-house, the brand collaborated with an external production house for the hero video.
