Emaar DigiHomes - Luxury Homes That Listen

Client Overview

In a world increasingly shaped by smart technology, Emaar DigiHomes introduced a groundbreaking concept for modern homebuyers: a home that is truly intelligent. With 8 integrated home automation features, DigiHomes places control directly at the residents’ fingertips, offering an upgrade to traditional living. This project was a response to the evolving needs of tech-savvy consumers, providing a unique proposition in the real estate market. The challenge was not just to inform customers about these features but to allow them to experience the smart home concept digitally.

Our Objective

Execute a full digital launch of the project to build immediate momentum.

Generate high project awareness and brand recall among the target audience.

Allow potential homebuyers to experience the smart home features in an interactive online environment.

Generate a high volume of qualified leads and ultimately drive significant sales.

Key Marketing Challenges

The main difficulty was creating an engaging online experience that truly showed what it felt like to be inside the smart home.

We had to successfully run two types of advertising at the same time: branding ads (TOFU) and urgent sales ads (BOFU).

It was hard to get noticed and stand out in a local real estate market that was already extremely competitive.

The challenge was finding and appealing specifically to young, tech-focused buyers who expect a fully digital lifestyle.

Our Approach

We adopted a "Growth Marketing" approach, driven by a key insight: smart devices are defined by their interactive intelligence. This led us to the core concept of “Luxury Homes That Listen,” a phrase that perfectly encapsulated the project's unique selling proposition. This concept was reinforced through strategic communication and experiential marketing.

Strategy Overview:

Experiential Marketing

We developed an unconventional idea to provide a virtual product experience that was both unique and memorable.

Full-Funnel Media Strategy

We devised a comprehensive paid media plan to maximize reach, attract the right audience, and drive conversions.

Continous Optimization

We employed A/B testing and data-driven optimizations to ensure every dollar spent delivered maximum results.

Amura’s Execution

The campaign was executed with a strong focus on innovation, leveraging a combination of interactive digital experiences and a robust paid media strategy.

Key Actions:

Interactive & Performance Landing Pages:

We used a dual strategy: an Interactive Landing Page that responded to voice commands for initial lead generation, and a simpler Performance Landing Page for converting retargeted users.

Comprehensive Paid Media/PPC Strategy:

We implemented a robust strategy using Awareness Campaigns (Facebook, Google Display, YouTube) and Search Campaigns with optimized bidding to maximize visibility and used A/B testing to scale the highest-performing ads.

Multi-Platform Execution:

We ensured maximum reach by utilizing a broad mix of channels for both Awareness (Google, Facebook, YouTube, news portals) and Lead Generation (Google, Facebook, LinkedIn, real estate sites, and Native/Database Marketing).

Results

The innovative campaign successfully translated a unique product proposition into tangible business results, demonstrating the power of a holistic digital strategy.

2,800+ Leads Generated

700 Site Visits Conducted

₹100 Cr+ Revenue

generated through digital campaigns

0.62% Cost Per Conversion

from digital campaigns

TALK TO OUR EXPERTS