Dubai – MENA Herald: The largest online property portal in the Middle East, propertyfinder.ae, is celebrating the launch of its new ‘Stop searching. Start finding’ campaign.
Designed specifically to reflect the company’s brand positioning as ‘The shortest path to property’, the innovative campaign, helped to be conceived by Memac Ogilvy, is being rolled out at the beginning of October across outdoor media, print, radio, YouTube and Facebook.
The creative is being executed in a variety of ways, with the common thread being a series of statements that puts the process of searching for a property into context – all with a dose of humour. The statements all start with ‘Find a home faster than…’ and are completed with different local insights such as ‘overeating at a brunch’ or ‘your car in the mall parking’.
“Real estate classified is a category where brands tend to be self centric, shouting as loud as they can about how great they are,” said Hamza Chaoui, Brand and Communications Director at propertyfinder Group. “At propertyfinder.ae, we wanted the campaign to be engaging, where we deliver a clear consumer benefit of the site, in a playful manner.”
The art direction is pleasant and light-hearted, incorporating colours and fonts that convey the feeling that house hunting can be a fast and somewhat pleasant journey if done with propertyfinder.ae.
“Another strength of this campaign is in the variety of the creative executions,” said Chaoui. “Each channel has a very unique solution, adding richness to the campaign.”
propertyfinder.ae is now a well-established brand in both the UAE and regional and the ‘Stop searching. Start finding’ campaign marks a new era of confidence in bringing a new look and feel to its communications. By drawing on more than 10 years’ experience, the company is successfully standing out from the typical claims and messages of the category, while proving it has a clear understanding of how a brand such as propertyfinder.ae can talk to consumers.
propertyfinder’s new Brand and Comms Director goes on to say: “As the category leader, the idea is to constantly be pioneers in whatever we do. From the features we propose on our website to the marketing campaigns we deliver, we want our initiatives to open doors for the whole category.”