Luxury like never before with Al Mouj Muscat
The company wins at the Real Estate Asia Awards 2022.
Al Mouj Muscat continuously seeks opportunities to innovate and delight the real estate market. Through the development of Zunairah mansions and the Beyond Dreams campaign for its Golf Beach Residences, they have won the Luxury Residential Development of the Year - Oman Award and the Marketing & Brand Initiative of the Year - Oman Award at the Real Estate Asia Awards 2022.
The awards programme recognises major breakthroughs, innovations, and key players in the real estate industry of Asia, and by reflecting the changing aspirations and expectations of high net worth buyers, Al Mouj Muscat’s Zunairah and Beyond Dreams campaign set them apart from their competition.
Zunairah setting the benchmark for ITC resort-style living
Al Mouj Muscat is a master-planned lifestyle community, home to 8,000 residents from 85 nationalities. It has redefined urban living in the region with an impressive portfolio of oceanfront residential properties, a vibrant dining and retail district, and world-class leisure amenities.
Zunairah was designed and constructed to reimagine a market-leading, ultra-premium luxury beachfront home product, offering families the opportunity to enjoy a unique and exclusive beachfront gated community, located at the edge of the ocean.
The design of Zunairah was inspired by one-on-one meetings, where the designs connect with buyers and ignited their interest in the possibilities that the homes would bring. Details such as a garden suite that can be adapted, for example, an outdoor kitchen or music room or gym, reflects individual style and allows owners to customise the space to create a home to suit every aspect and stage of family life. This close contact continued throughout, including a bespoke handover ceremony for each family.
The internal layouts of the homes were also designed to accommodate informal and formal family spaces thus catering to the ever-evolving requirements of family life. Zunairah met its objectives and it is now recognised as a luxurious lifestyle offering that is unrivalled in Oman.
Capturing the imagination with Beyond Dreams
The launch of a collection of 53 luxury residences in a premium precinct within Al Mouj Muscat known as Golf Beach Residences provided an opportunity for Al Mouj Muscat to create a non-traditional campaign.
The high-end nature of the villas meant the campaign needed to capture the imagination of high-net-worth clients, in particular women, who are key decision-makers when it comes to home purchases.
The company built on the insight that to ‘live in luxury’ today extends beyond the physical product and to a desire for unique experiences and emotional equilibrium. Rather than focus on images of the product, Al Mouj Muscat introduced a fairy-tale about a gentle-yet-bold female protagonist and a connection with a mythical unicorn was inspired by the legend of the Arabian Oryx, a metaphor for the rarity, beauty and prestige of its premium offering.
Implementation started two days prior to the campaign’s launch with B2B activation and an intimate Brokers' event where key Brokers were invited for the unveiling of the precinct models and one-on-one briefing with sales consultants. On the day the video was launched, it was accompanied by the campaign on company social media channels, advertisements in print, and outdoors.
Beyond Dreams turned out to be the most viral advertisement in Oman, garnering around 38 million views in total amongst different social media channels, resulting in 1,370 sales leads being generated with 90% of the villas selling out within four weeks of the campaign’s launch. In total, the campaign generated US$70m and achieved sales results 2.5 times bigger than the expected target.
The campaign set Al Mouj Muscat apart from their competition and the company has proved itself to be a worthy winner in these two prestigious categories.