The Ice Breaker
Emaar
Issue 6 | July 2008
Agency
Wunderman ME
Creative Team
Kerry Platts - Creative Director;Pooja Chandani - Associate Creative Director;Richa Khan - Head of Copy;Lina Nader - Middleweight Designer;Shweta Tariq - Copywriter
Production Team
Babu Nair - Artworker;Vivek Chonkar - Production Manager
Other Credits
Marianne Al Boustany - Account Manager ;Lara Safar - Senior Account Executive
Date
February 2007
Background
Downtown Burj Dubai is set to become Dubai’s most up-market community built by Emaar, a leading property developer. However, only one phase within the project called The Residences had been completed, and its residents were feeling alienated as the rest of the development was still a construction site. Emaar decided to hold a barbeque party to encourage them to get together and make them feel like they were part of a community. The challenge was to get 1,500 people to take the time to attend the event and get acquainted with their neighbours.
Idea
The agency's idea stemmed from the thought that neighbours are usually identified by their apartment numbers rather than their names. So a door hanger mailer was created with a name tag attached, telling people to ‘stop being known as 37 A’. Each of the tags was personalised to the apartment number of the recipient. The tag had a dual purpose: it could also be reversed and worn to the party as a name tag - a little start up kit to get the residents introduced to their new community.
Results
Out of 1,500 residents, more than 900 confirmed their attendance and the event was a great success.
Target Audience
Residents of Downtown Burj Dubai
Size
1,500 door drops
Our Thoughts
The problem here is isolation. The solution: a party. Here the prospect is actively involved in reversing the symbol of their isolation (their door number) into the means of making friends (a name tag to wear at the Ice Breaker event). SH