INSITE OOH Media Platform

Whereas numerous real estate advertising efforts aim to highlight their upcoming plans, Samana Developer’s new OOH initiative draws attention to past accomplishments rather than future potential, touting its success in terms of numbers.

Indeed, in Dubai, one can notice that the firm has launched a new outdoor campaign, which includes bridge billboards carrying an unusually simple message — “50+ Projects.” Without any illustrations, renderings, or other information about upcoming developments, the campaign relies purely on quantitative measures aimed at highlighting the scale of operations that Samana has reached, following their previous OOH campaign.

Benefiting from high exposure, the placements are located on several bridge structures above critical road intersections, meaning that commuters traveling around the city pass under these signs multiple times. In addition, the large size of the structure means that drivers cannot miss it since the billboard hangs immediately above the traffic lane, making the number the focal point of communication.

It is interesting to note that in many ways, this campaign reflects the ongoing trend in the industry regarding the use of outdoor advertising to convey real estate messages. Whereas previously developers focused on illustrating and advertising their projects, now their main objective seems to be establishing a trustworthy brand and reputation among themselves. 

The current campaign by Samana falls into that category. Instead of encouraging consumers to think about one particular development, they encourage them to think about the developer and the company itself, with the size of their portfolio standing in for experience and growth.

Visually, the campaign adheres to a similar approach – a solid blue background, simple gold typography and minimal use of text lend the design a very clean feel, almost making it look like an investor communication rather than real estate advertisement. This means that the "50+" number really gets to be the centerpiece of the execution and dominates the whole creative.

On many levels, this campaign isn't even designed to get consumers to think about purchases – instead, it seems to be announcing to everyone that Samana has arrived on the scene. Having achieved enough to have more than 50 different developments means that they've got something much more important to talk about than individual projects.

It's a smart play in a market where most other developers are trying to announce all of their coming projects, and sometimes a few numbers mean a lot more than any renderings ever could. 

The campaign hit Dubai’s bridge billboards in the first week of June.