With a 3-week head start and super spending powers in the Middle East’s Super Bowl, Ramadan, real estate giants were dominating the reach chats with their reach-maximizing mostly celebrity-dominated communication approach, along with the usual suspect of course; heavy-pocketed Telecom Operators. This, along with the Ramadan season going into its last 10 days, Mountain View and Wunderman Thompson had to view things differently.
In that light, Mountain View, a real estate developer in Egypt, in partnership with Wunderman Thompson Cairo, took the different viewing notion literally.
They opted for the prowess of the people.
Through influencer-driven pages and profiles, they asked people the most typical of questions a developer could ask: ‘What’s the best view for you?’
Expectedly, lots of typical responses came in.
But there was an atypical response that inspired a whole new experience that happens to go perfectly in line with the brand’s ‘a home’s key to happiness is its people’ brand idea; ‘the view of the people you love the most’ was that response.
Building on this piece of people-driven data and turning it into actionable insight, a repurposing of the whole real estate narrative was created – from sea view and 10s of acres of golf view to family view.
Mountain View accordingly went out of its way, all the way to the furthest parts of the world to bring home this family view to its community. By bringing home expat-family-members to fulfil the eyes and hearts of its unknowing residents during iftar time, while shooting this whole coming-home real physical journey and the meet-up moment, then turning it into a piece of digital content, Mountain View was viewed as a true to the heart brand that, unlike usual real estate push-view communication, brought tears of heartfelt joy to its family, and beyond.
Only 3 days into the launch, the content created by Wunderman Thompson Cairo for Mountain View generated results, from topping the interaction rate charts with 8.61% in its category, to organically jumping up and reaching the top of the most loved Ramadan campaign ladder with 81.48% love reaction ratio so far as per Facebook Analytics, and still climbing.
What the power of a consumer-centric experience can do in 3 days, rather than 3 weeks, goes all the way to prove what brands should incessantly be looking into.
