Azure By Lapis Properties Brings the RAK Coast to Dubai’s Commuters via Billboards
The newest OOH drop from Lapis Properties for Azure has all the impact of a cold shower. The Dubai ad employs a very particular and muted visual style that gets its point across as you sit stuck in traffic.
The very first impression you have is color. In Dubai, it’s common to see property development ads shoot for dramatic shots to really emphasize "luxury." And what do they do here at Azure? Teals, white, and blues akin to those found in oceans. They’re tapping into what Dubai residents really need: relief. By putting forth that wave-like design scheme and gorgeous architectural layout and interiors, they’re selling you a breath of fresh air.
The message on the boards isn’t any less heartfelt. They understand that they have just about three seconds to communicate with you in order for you to pass by in your vehicle. They don’t waste words on ‘unparalleled opulence.’ You are shown the price, which is AED 790,000, and a payment plan of five years.
This is a very down-to-earth way of selling the dream. It's just that the coastal lifestyle in Ras Al Khaimah isn't some unattainable dream; on the contrary, it is more affordable when compared with a lot of small studios in the center of Dubai.
Location is the "secret sauce" of this campaign. By putting these massive hoardings in Dubai to sell a project in RAK, Lapis is targeting the person who works in the city but wants their weekends to feel like a vacation. They've also been pretty clever about mentioning "Ras Al Khaimah”. They don't need to explain why that's important; anyone following the news knows that area is the next big thing.
It works, finally, because it feels like a human. A plain, visually soothing, and financially clear invitation to move toward the water was just that. Azure wins in OOH by being the most refreshing.
The campaign landed on Dubai’s hoardings in the fourth week of December.
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