Sky Hills Astra DOOH Campaign Puts a Heart on the Landmark
Taking a bold and eye-catching move, HRE Development deploys its new outdoor campaign on the streets of the UAE, promoting its new development project, SkyHills Astra. The multi-billboard campaign combines architectural elegance with emotional appeal, cementing the slogan of the project "A Landmark With a Heart."
The words "A Landmark With a Heart" tie back to the core message of the campaign. It's a cumbersome pun, one that plays off both the novel heart-shaped design center one sees in airshots of the complex.
The campaign strikes just the right balance between the emotional and aspirational. "Landmark" is evocative of stature, prestige, and scarcity, while "with a heart" adds warmth and character, with vision to attract not just investors or high-end purchasers, but individuals looking for lifestyle as well as identity.
All three billboards prominently display a beautiful top-down view of the development's focal point, a pool and landscaping design that has the unmistakable form of a heart. Symmetry is no coincidence. It supports the brand message and provides visual interest that commands attention, particularly in areas of high visibility.
The clean, modern font and muted teal background with gold detail in the word "ASTRA" subtly nod to wealth. Billboards catch the attention by virtue of size and height, rendering ASTRA visible from a distance.
This campaign is its crossover between simplicity and complexity, with legible messaging,familiar imagery, and an emotional anchor that makes it memorable amidst a busy property market. It doesn't overpromise but does suggest exclusivity and luxury, an unbeatable pair in the busy UAE property market.
Lastly, providing consistent imagery and slogans across all billboards strengthens brand identity, and it is easy for the viewer to connect the dots from one place to another.
The campaign took off in the fourth week of March on Dubai’s Digital Screens.
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