Sama Beirut

Sama Beirut is a 50-story tower overlooking the city of Beirut from the heart of Ashrafieh. The tower delivers a luxuriously structured apartments and offices that uniquely outstands itself on the Lebanese territory with its wide range of residential, commercial, and recreational facilities. The architectural design captures a 360-degree view stretching from Mount Lebanon all the way to the bay of Jounieh, the seashore to the port of Beirut, the Beirut Central District, as well as, the rest of the Lebanese capital.

The challenge

Social Aim had the challenge of introducing and leading Sama Beirut in the digital world. Thanks to digital media, we not only had to create awareness in the digital society but also generate leads with the assurance they convert to sales, while the Real Estate sector was struggling in Lebanon. The tower, though beautiful, had to face rejection from some of Ashrafieh's residents, with some of them rejecting the presence of this high, modern tower in their quite traditional neighborhood.

Our approach

We had two main goals:

  • To answer the first need of our client, that was to generate more leads and sales
  • To work on the identity and positioning of this controversial tower

We developed a comprehensive content strategy with a luxury blog and social media channels where engagement increased thanks to the quality of the content we shared, social media community management and Facebook ads.

We thought of targeting potential customers by using editorial content dedicated to luxury and culture, published on the blog we created for Sama Beirut, under the name “Lap of Luxury”. The blog quickly attracted readers who started interacting and sharing the articles on their own social media channels. We worked carefully on the keywords to be used in the articles to optimize the referencing by Google. We also worked on the quality of the visuals that we used to illustrate this editorial content.

All this content was used to animate the social media channels, ensuring a vivid newsfeed on Facebook and Twitter and, most importantly, dragging the fans to the blog.

The blog featured an advertisement for Sama Beirut, inviting people to click and redirecting them to the corporate website of the tower.

"Watch over Beirut" campaign

Concurrently with our Brand Content strategy, we came up with an Advertising campaign. We imagined the slogan "Watch over Beirut", to position the tower as a protective landmark of the city, instead of an intruder in the neigbourhood. We developped strong and elegant visuals accordingly.

We conceptualized, implemented and managed the "Watch over Beirut" campaign, which was displayed over Lebanese portals, social media and Google network.