Dubai Holding

This is living

 

There's living, and then there's Madinat Jumeirah Living.

 

Brief

Dubai Properties, part of Dubai Holding, wanted an integrated campaign that showed the superior lifestyle someone could have at their latest and most premier developments. One that couldn’t be found in Downtown Dubai, but only at Madinat Jumeirah Living.

 

Idea

Present two contrasting lifestyles one can have in Dubai. The first, a flashy, pretentious and loud one found Downtown, then secondly a more refined, peaceful and luxurious one found at Madinat Jumeirah Living - Dubai's newest luxury property development. 

To bring this to life, we used a character that was known for only accepting the best life has to offer, Harvey Specter (actor Gabriel Macht) from the hit TV series 'Suits' who walked us through these two choices, and of course obviously chose MJL.

 
 

Silver Effie Awards 2019 - Real Estate
Shortlist: Effie Awards 2019 - Branded Content

 
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Social content including Instagram Stories and Cinemagraphs

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Facebook 360 Video Ad using 6 specifically shot films

 
 
 

OOH in prominent Dubai locations

 
 
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Listings posted in ‘Downtown Dubai’ search results to get people to consider living at MJL instead

 
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Picked up by local media and various websites

 
 

The numbers

Over 30 million views within 2 months
Leads generated: +62% above KPIs in 3 months
Unite sales: + 35% above KPIs in 3 months

 
 

Behind the scenes with Filmworks