ZāZEN One
A Path to Green Sustainable Development
THE BRIEF
ZāZEN Properties is a leading sustainable property developer in the UAE, committed to creating community-style homes that are environmentally friendly and that promote a healthy lifestyle. The property developer has promised to launch LEED-certified developments that feature a number of sustainable features, such as solar panels, CO2 emission reduction, and energy-efficient appliances. ZāZEN Properties tasked us with raising awareness of their first project, ZāZEN One in Jumeirah Village Triangle (JVT), in addition to the overall brand of ZāZEN Properties and its commitment to sustainability. ZāZEN Properties wanted to be a thought leader in sustainable development from planning to execution. Sustainable development in real estate was not a focus in the region, and ZāZEN Properties saw this gap in the market and aimed to establish themselves in the UAE as advocates for this change in the property development landscape for a better future.
THE DELIVERY
With this being their first project, getting ZāZEN Properties’ name out there as a trusted, thought leader required a strategic media plan. Atteline developed the UAE strategy through key interviews, strategic partnerships, and expert commentary. We executed this by securing key interview features for the co-founder in a number of high-profile publications, including Khaleej Times, Gulf News, The National, Gulf Intelligence, Gulf Business, Construction Business News, and Big Project Middle East. We discovered, connected, and mediated partnerships that increased awareness and, indirectly, sales of all parties involved. We increased the credibility and exposure of the brand by securing speaking engagements for the co-founder on panels and roundtables at a number of sustainability events in the UAE to the point where real estate and sustainable journalists come to ZāZEN Properties as a subject expert for commentary and insights on the market.
THE OUTCOME
The strategy was highly successful and the numbers back it up.
Build brand awareness -We saw coverage circulation of over 638 million, we got our brand in front of new audiences. We saw a total PR value of over USD $840,000 in the five month period from construction until handover.
Manage brand reputation – Through 100% key message penetration in our coverage, our brand messaging was positive and accurate.
Strong regional coverage, partnerships and new business – The strategy was highly effective with follow-up interviews with regional business and trade titles (both English and Arabic) such as Arabian Business, Khaleej Times, Gulf News, The National, Gulf Intelligence, Gulf Business, Construction Business News, Big Project Middle East, and Lovin’ Dubai.
Conversions – Through our PR efforts, we directly converted multiple partnerships and leads directly resulting in additional units sold for ZāZEN Properties, the entire project selling out in less than six months and several product sales for Dwell, one of the furniture partnerships we secured.