Dar Wa Emaar is one of KSA’s biggest real estate developers. As an industry leader, it works closely with shareholders and governmental entities to deliver residential projects that comply with Vision 2030.
After having developed many successful residential projects, Dar Wa Emaar’s sub-brand, Villa Saraya, carved a reputation for itself as a force to be reckoned with. So much so that it became a household name, overshadowing the main brand in terms of recognition and brand equity.
As such, there was a real need to reshuffle business priorities and focus more on the mother brand in order to rebuild its image and raise its brand equity and recognition with the general audience.
And so, we’ve been deploying our marketing knowhow and love of well-crafted corporate identities to redirect the spotlight on Dar Wa Emaar, starting with a National Day campaign that helped the brand partake in the country’s conversation and share the collective sense of pride and belonging.
Looking at market insights and thorough research, we noticed that during that time of year, songs resonate well with the Saudi audience and have a higher chance of going viral.
So we collaborated with a team of local talents – including a songwriter, a composer, a singer, and musicians – to create an emotional, heartfelt script that appeals to the local audience and stirs their sense of pride.
As for the film, we worked round the clock with the production house to develop the storyboard, recruit casts, and scout for locations. The idea behind it all was simple and its execution subtle: it was not about selling the brand name or projects; rather the film’s central line was to bring the emotional lyrics to the forefront and create a bond with the viewer/listener.
The end result was a world-class film and soundtrack that properly positioned Dar Wa Emaar as the leading Saudi company behind all the successful residential projects the audience had grown accustomed to. The campaign performed 77% better than expected thanks to organic interactions by the viewers and listeners.
The video clip that was posted on the brand’s social media platforms and Anghami was being streamed by everyone in the Kingdom and competing on the charts with commercial songs by well-known singers. It even made it to the top 13 songs in all of the GCC countries!