Delving into the strategic rollout of Sobha Realty's Siniya Island campaign
Sobha Realty, a leading global luxury real estate developer, has revealed key details about the rollout of its Sobha Siniya Island campaign, which showcases the masterplan of a a luxury residential community on an island destination within Umm Al Quwain.
The Sobha Siniya Island campaign, which gained popularity through television commercials (TVCs) aired during the Indian Premier League (IPL) Twenty20 cricket league, was also rolled out on billboard advertisements across seven airports globally, with the aim of creating international traction and interest in the development, encouraging people to explore the concept of island living.
The campaign's approach focuses on the power of visual narrative and the ability of video storytelling to evoke emotional connections with the brand's target audiences.
In conversation with Campaign Middle East, Sobha Realty's Group Chief Sales and Marketing Officer Ashish Parakh, said, 'We believe that communicating the value propositions of our developments requires engaging narratives that people can relate to on a deep and personal level. Our campaigns are executed through a strategic omnichannel approach, targeting diverse audiences across multiple platforms. Digital channels are also key to these campaigns, with high-quality videos across different platforms, such as LinkedIn, Instagram and YouTube.
Parakh added, 'Our channel partners also play a vital role in extending our reach to wider audience groups. Our collaboration with them is not focused on driving sales only, but on harnessing their potential to tell our story. We ensure consistent messaging and branding across all channels, with our website as the central hub. This integrated strategy maximises reach and engagement, driving sales by connecting with potential buyers at every touchpoint.'
The Sobha Siniya Island campaign follows another integrated campaign for Sobha Hartland II, another new luxury residential waterfront community launched by the real estate developer that has been positioned as an urban green community.
For both Sobha Hartland II and Sobha Siniya Island, the brand positioning has been anchored in Sobha Realty's philosophy of the 'Art of the Detail', which aims to emphasise its commitment to crafting living experiences that transcend traditional real estate offerings.
'With Sobha Hartland II, we aimed to present the development as a sanctuary of serenity amid lush greenery, right in the heart of Dubai. The campaign focused on the idea of the community as a reward, a peaceful haven that offers tranquility without compromising on urban convenience,' Parakh explained.
'In contrast, Sobha Siniya Island was positioned as an ultra-exclusive, resort-style retreat; a place where every day feels like a holiday. The focus was on evoking a sense of escape, wonder, and refinement, showcasing the seamless blend of luxury, nature, and curated lifestyle experiences,' he added.
Sobha Realty's brand vision has been rooted in 'delivering uncompromising quality and setting new benchmarks in luxury living', which have been brought to life in the form of a consumer-first brand experience at the Sobha Experience Studio Tour – an experience open to consumers that highlights the quality, materials, and efforts that go into delivering luxury living spaces to Dubai's residents and its attention to detail in every aspect of the execution, workmanship and service.
Parakh explained, 'From the very beginning, the Sobha Realty brand has stood for more than just real estate. We do not just build properties – we build homes tailored to provide a luxurious lifestyle for our customers.'
He added, 'Our overarching objective is to move from simply showcasing our properties to creating narratives that tell stories and convey the entire living experience in our community developments. Therefore, we tailor these narratives to the individual character of each project.'
Sobha Realty revealed that it employs a comprehensive approach to measuring the effectiveness of its campaigns, focusing on both quantitative and qualitative data.
Parakh explained, 'We closely monitor digital engagement metrics, including viewership across platforms, engagement and webpage traffic. Additionally, beyond digital metrics, we also consider media coverage and brand sentiment to assess the overall perception of the campaigns and the brand.'
Sobha Realty was ranked as the second most recalled real estate brand in the UAE for the second consecutive year in 2024, according to a brand health study among property seekers.
'Such success can also be seen in the customer ratings, where we have the highest scores in comparison with our peers in Dubai's market. We are also keen on gathering feedback from our sales teams and potential buyers to understand how well the campaigns resonate with our target demographic,' Parakh added.
'This provides Sobha Realty with a 360-degree view of the campaign's performance, allowing us to enhance our strategies and tactics and ensure we achieve our marketing and sales objectives,' he concluded.
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