To celebrate its 20th anniversary, dubizzle has launched a witty two-part campaign that champions the platform’s unmatched status in the UAE’s property and car marketplaces. Rolled out across a full 360° marketing push, the campaign features two humour-laced films that bring to life a familiar scenario: the struggle to buy or sell – until dubizzle enters the picture.
With this campaign, dubizzle positions itself not just as a transactional platform, but as a cultural mainstay. As Sahar Khan, VP of Marketing, dubizzle and Bayut, puts it: “This isn’t just a brand moment, it’s a statement of market dominance. A celebration of trust, community, and everything in between.”
Dubizzle builds a campaign on dominance and insight
At the heart of the campaign is a simple idea: Everyone is on dubizzle. It’s a claim backed by longevity, platform data, and an emotional reading of the customer journey.
“The campaign is built around one undeniable fact: Everyone is on dubizzle. From landlords to landlords-in-waiting, petrolheads to first-time buyers, we’ve built a space where the UAE comes together to make life-changing moves,” said Khan.
That idea plays out visually in both campaign films, one for dubizzle Cars and one for dubizzle Property. Each spot opens with a seller waiting in vain for interested buyers. One is in a new and empty house and the other in a desolate parking lot – both calling out hellos with no response. There’s awkward silence and a sense of frustration, until dubizzle is introduced. In an instant, the empty space is flooded with a sea of potential buyers, each representing the platform’s vast user base.
The end of each film makes the campaign’s core message clear by showcasing dubizzle’s monthly usage stats. For dubizzle Cars, that includes over two million active users, 75 million+ views, and more than 45,000 new listings a month. The Property side isn’t far behind, boasting one million users, 40 million+ views and 275,000+ listings monthly.
The humour is rooted in reality, according to Khan, who said the team tapped into the emotional highs and lows people experience when buying or selling. “The video blends the five emotional stages of buying and selling: hope, frustration, anger, demotivation, and finally, the sweet moment of victory when you realise there’s only one place that really works. Because everyone is on dubizzle.”
Beyond making audiences laugh, the anniversary campaign is also meant to highlight the platform’s legacy and role in people’s lives across two decades. “This campaign is to celebrate the hustle, the heart and the sense of achievement behind every ‘I sold it!’ or ‘I found it!’ moment on dubizzle,” added Khan.
A 360° dubizzle campaign for a full takeover
The dubizzle campaign is one that leans heavily into branding rather than performance. “This isn’t a tactical or performance campaign. It’s a brand moment. A chance to remind people who we are, what we’ve built, and why ‘everyone is on dubizzle,’” said Khan.
Executed as a comprehensive 360° rollout, the campaign appears across digital, social, radio, PR, video, platform assets and OOH channels. “The campaign showcases what dubizzle does best in each of its niche verticals. We’ve created a story, localised it and created targeted messaging,” she added.
The campaign was led by dubizzle’s in-house creative and marketing teams, in collaboration with Born28 as the creative agency partner.
Measuring success
Within two weeks of launch, dubizzle reported more than 122 million impressions and more than 8 million in unique reach. The brand is tracking video views, completion rates, digital engagement and social sentiment to measure performance, alongside qualitative feedback from partners and internal teams.
And while the numbers may continue to grow, the ambition of the campaign remains constant: to honour 20 years of user trust and signal dubizzle’s place at the centre of life-changing moments in the UAE.
