Dubai Properties: This is Living

Dubai luxury real estate brand Madinat Jumeirah Living created captivating character-based content to build awareness and grow sales in a declining real estate category.

Campaign details

Brand: Dubai PropertiesBrand owner: Dubai HoldingLead agency: FP7 McCann DubaiContributing agency: Magna DubaiMarket: United Arab EmiratesIndustries: Property & constructionMedia channels: Cinema, Content marketing, Events & experiential, Mobile & apps, Online video, Outdoor, out-of-hone, Programmatic display, Social media, TelevisionBudget: 1 - 3 million

Executive summary

This campaign for luxury real estate brand Madinat Jumeirah Living is interesting not only because it had Suits' very own Harvey Specter at its forefront, but also because:

  • Through an alienation strategy (a move not usually made...

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