Rove Home Dubai Marina
Influencer management
Launch campaign
Brand Strategy
2025
The brief
Event and PR conceptualization
Influencer management
Social media content creation
Tone of voice and messaging
Launch campaign
Brand Strategy
Yellow came on board to launch the third Rove Home residence in the UAE – Developed by Irth and in partnership with Rove Hotels. Rove Home Dubai Marina is a new active lifestyle residential project that launched in November 2024.
We want to create hype around it by ensuring that we have a very differentiated brand,
communication and social presence.
Client
Rove Home Dubai Marina
Industry
Real Estate
The insight
We started the process by looking at what the latest trends in real estate are and how we can set ourselves apart in a cluttered market. Positioning purely on wellness and active lifestyle alone was not enough.
Within real estate branding and communication too, everything in the market looked quite staged, forced and lacking in energy and colour. The headlines are peppered with cliches of eat, meet, work, socialize, thrive, play and adjectives like elevated, sanctuary, haven, urban, exceptional & curated.
We wanted an effortlessly cool, energetic and fun vibe and a positioning and key messages that would stand out. We wanted to create hype and a sense of urgency with the launch.
Our insight focused on speaking to our target audience with messages that resonate and highlighting amenities they care about and showcase access.
Our positioning
Zero-gravity chairs. Disappearing beds. Ice baths and hot saunas. Cryo chambers and salt caves. Vegetable gardens and meditation pods. Co-working spaces and padel courts so you can smash all your goals. Sky gardens and floating podiums. Modular, smart homes with wellness kits. Shop, tan, jump onto the tram.
This is the future.
This is everything you could dream of, within reach.
Wellness, within reach.
Entertainment, within reach.
Community, within reach.
Rove home Dubai Marina. Life, within reach.
The idea of reach allowed us to speak about prime location, easy access and great payment plans as well as tap into an audience need of wanting everything and wanting it now.
