A Meter on You, a Meter on Us
The 2024 Founding Day campaign for Emaar Al-Watan, building and finishing materials. From idea to final report in 6 weeks.
A crowded season, with every showroom advertising the same week
Founding Day is offer season for every building-materials showroom. A client sees dozens of ads in one day, most of them discount numbers forgotten a second later. We needed an offer understood at first glance, memorized the first time, and one that moves people to the branch, not just to the like button.
One sentence carries the whole offer
Instead of “50% off”, the offer became “A meter on you, a meter on us”: a free meter for every meter you buy. The line carries the commercial offer and a sense of sharing at the same time, with a supporting line in everyday dialect: “Our offers need no calculating”. A client hears it once and repeats it to a friend.
A commercial film, and one presence everywhere
A script and a hand-drawn storyboard of 20+ frames, cinematic shooting with actors, and short cuts for each platform. At the same time, the same identity on outdoor billboards, inside the showrooms, and on product designs for social media. Four platforms, each with a role: Meta for messages, TikTok for views, YouTube for long watch time, and Snapchat for extra reach.
People didn't just watch, they moved
The number that matters to us isn't views. 15,500 visitors came to the website during the campaign, and 58% of them opened the branches page looking for the nearest showroom. Average time on the porcelain page was 1 minute 14 seconds, the highest on the site. On YouTube people watched the ad for a full minute on average, that's 8,814 hours of watch time.
Source: ad platform reports, Google Analytics and YouTube Studio, February and March 2024.