Emaar Properties is one of the world’s most valuable and admired real estate development companies. In Dubai, they boast a wealth of astounding properties including the iconic Downtown Dubai, the world’s most visited lifestyle destination home to the Burj Khalifa, the Dubai Mall and the Dubai Fountain. Dubai is a city of opportunity, enterprise and great creativity and Emaar wanted to provide a truly exceptional Wifi service to match.
Emaar sought a digital approach that would engage visitors across its properties and drive excitement, awareness and connection to its new Wifi experience – an unlimited, free service available to visitors at any property across the entire Emaar portfolio. Once a user has logged in to Emaar’s Wifi, they’ll automatically connect to the free Wifi service at any Emaar property in the future. Emaar set out to increase customer satisfaction and brand preference with this enticing offering.
We created a cross channel, dynamic influencer and content campaign. With connectedness at its core, we showcased the many experiences and opportunities that Wifi opens up. Our tailored, out-of-home and social media campaign saw us partner with 5 active micro-influencers - entrepreneurs, lifestyle bloggers and photographers - to get Emaar’s message out in a compelling way. Influencer stories formed a hero piece of widely distributed video content. Surprise and delight type creative hooks also brought the message home to visitors, with creative valet tags, posters, animations and selfie spots all combining to ensure that Emaar’s ultimate Wifi brand message could not be missed.
