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Feel free to be your best
Brief
Dubai Airport Freezone
Corporate Campaign
Dubai’s pioneering free zone | Offers integrated business solutions to global and international companies | State-of-the-art facilities | Airport location | Redefined positioning
THE CHALLENGE
Due to recent market dynamics and competition growth, DAFZA wanted to redefine its positioning as “Dubai’s Premium Free Zone”. The challenge was to communicate to the global business community and international companies that ‘premium’ was a tangible benefit rather than an optional business cost.
THE IDEA
We created a campaign that positioned the end benefit of DAFZA’s premium offering as being bigger than the sum of its parts. The benefit in one word: Freedom. When scaled up, this insight translated into a tangible and desirable business benefit: DAFZA is where business is free to perform at its best. The campaign theme ‘Feel free to be your best’ presented the benefit as an experience. And the new tagline ‘Free to grow’ summed up the pay-off that their business accrues by being at DAFZA. The campaign was launched through an integrated roll-out in 14 relevant markets/countries addressing international corporate decision makers to set up in Dubai at DAFZA.
Services Provided:
- Art Direction
- Content English/Arabic
- Digital Film
- Marketing
- Photography
- Strategy
Video
THE RESULTS
• Clear awareness of DAFZA’s new ‘premium’ position as a business
differentiator vis-à-vis competition in the minds of investors / government entities and
other influencers
• Acceptance of proposition as a desirable benefit at a rational and emotional level
with the defined target audiences of CXOs as well as government stakeholders
• Higher SEOs, CTR
• 26% increase in enquiries
• Increased enthusiasm and awareness of DAFZA’s larger role as a major economic catalyst
in shaping Dubai’s development in the future
