THE TANGLE
Emaar, the UAE's leading property developer, was left with unsold apartments in Dubai owing to
a saturating freehold property market - where supply had started exceeding demand. Rents were spiralling (40-60%), frustrations were on the rise. Offering mortgage schemes as incentives, the task was to convert tenants into home-owners.
THE TACT
A spoof fire-alarm was wall-mounted outside rented apartments, urging tenants to tear it open in case of alarming rent hikes. Inside, the 'rescue guide for tenants in distress' made a strong case
for buying an Emaar home at mortgage installments that equalled their current monthly rents.
Offers and information on select communities was also detailed in the mini-booklet
THE DRAW
Approximately 4% of the tenants responded by calling the Emaar toll-free number which resulted in a total of 125 visits to Emaar's on-site sales centres across Dubai.
THE WIN
Bronze | Direct & Sales Promotion | Dubai Lynx 2007
