Campaign details

Brand: Dubai Properties
Brand owner: Dubai Properties
Lead agency: FP7 McCann Dubai
Contributing agencies: Magna Global Dubai
Country: United Arab Emirates
Industries: Property & construction
Media channels: Content marketing, Magazines - business, trade, Online video, Outdoor, out-of-home, Social media, Television
Budget: 3 - 5 million

Executive summary

When it comes to real-estate advertising, have you noticed that it isn't for everyone?

Think of the last campaign that you enjoyed. Or talked about. Or shared online. Or judged and awarded. Not easy. Right?

Well, here's one from Dubai Properties that you will remember…

Because, through an alienation strategy – a move rarely used in a conservative region – it drew in demanding and spoilt affluent buyers. In alienating a majority, it appealed to a niche, winning those it needed to win over.