Launching a Property Tower with Augmented Reality

The challenge

Meridian needed pre-launch buzz and qualified viewing requests for a flagship residential tower — from an audience of young Gulf professionals who skip property portals and ignore display ads.

Objectives

One million+ branded AR interactions; 1,000+ qualified viewing requests; measurable lift in assisted conversions across other channels during the launch quarter.

Research

Audience analysis showed Snapchat reach above 90% in the 21-34 segment across UAE and KSA; we prototyped three lens concepts and tested them with a 50-person panel before production.

Strategy

A world-facing AR lens that places a photoreal 3D model of the tower on any surface, with an interactive apartment explorer and a swipe-up booking flow — supported by Snap Ads retargeting lens engagers.

Execution

Built the lens in Lens Studio with LOD-optimized models for smooth mobile performance, localized in Arabic and English, launched with creator seeding and geo-targeted campaigns, and wired lens engagement audiences into retargeting.

Results

2.4M lens plays at 19 seconds average playtime, 1,800+ qualified viewing requests, and a 34% lower cost per qualified lead than the developer's previous launch benchmark.