Challenge
Emaar has begun construction of its most ambitious projects yet within the UAE, the AED 73 billion (US$20 billion) Downtown Burj Dubai development, which comprises Burj Dubai - stated to be the world’s tallest tower when completed in 2008. Said to be the Gulf regions most prestigious urban development to date. This architectural phenomenon will be a global tourist attraction that drives Dubai forward into further worldwide attention.
Emaar’s vision stated simply was that – “Burj Dubai will radiate out in a series of ellipses from the sky breaking tower encompassing residential, commercial, hotel, entertainment, and the world largest shopping mall”
Flip Media as Emaar retained interactive agency were asked to redevelop their existing website to represent the brand and the vision online. The challenge came in their need to complete the project in two weeks for a press launch for the Armani Hotel and100 storeys PR event.
Solution
Using rapid production techniques and Flip Media in-house creative team we reevaluated the Burj Dubai websites current status and decided a more existent approach to the Burj Dubai story would be favorable, moving away from visions and concepts into current imagery and factual reports on the projects status.
It was important we captured the prestigious and vibrant attributes of the Burj Dubai, the towering structure inspired by native flowers, the terrifying vista seen by construction workers precariously hammering away on the 139th floor. With the Burj Dubai itself figure heading the website design. The microsite was built in Flash, with aerodynamic navigation features working in a sophisticated background much like the Burj Dubai itself.
The site was content managed through simple text (xml) files giving the marketers the power to update their website without the need for complicated flash design skills.
The site was ready for launch on the proposed date and met Emaars aggressive deadlines.
Results
The website was widely acclaimed by all in Emaar – Claire Murphy e-Marketing Director says “We have received a great response from the audience world wide, and the new site definitely feeds their hunger for actual information rather than just sharing the conceptual view of The Burj”. Since the launch of the site, traffic has increased by 60 percent making it the most visited Emaar website.
