How Many Dots...?!

This campaign launched a new map based feature that redefines how people search for real estate. Users can draw their desired area directly on the map and instantly see all available properties for rent or sale within that exact zone, turning vague location preferences into precise, user controlled searches. The feature was introduced by Divar, Iran’s largest online classifieds platform connecting millions of users with goods and real estate offerings across the country.

The launch unfolded as a fully integrated 360 degree campaign, combining mass digital reach with tangible city level experiences. A viral online video introduced the new feature through a simple and entertaining visual story, generating 7.1 million views and rapidly building nationwide awareness and understanding.

Out of home played a key role and was executed in two strategic phases. The first phase focused on teasing the feature. Billboards across major Iranian cities showed iconic and well-known locations accompanied by an exaggerated number of red dots placed within the copy itself. The unusually high number of dots was intentional and referenced punctuation marks in written language. In the concept, each dot symbolized a neighborhood, suggesting that every district contains countless possibilities. By visually overusing dots in the text and stating that certain areas had “this many dots,” the campaign hinted at density and abundance without directly revealing the feature. With no logos and no explicit explanation, these visuals sparked curiosity and city-wide conversation.

The second phase revealed the meaning behind the dots. Each billboard disclosed their purpose by showing the exact number of real estate listings available in that specific district using Divar’s new map feature. Every execution was hyper-localized, with billboards customized to the neighborhood in which they were placed, connecting the abstract teaser to real, searchable options.

To fully bring the idea into the physical world, Divar launched a guerrilla installation across major cities. Giant red spheres were placed in high-traffic urban spaces, each printed with a QR code. By scanning them, people were taken directly to the feature itself, turning curiosity into exploration and transforming the city into a living map.

The result went beyond introducing a new tool. The campaign positioned Divar not only as a listing platform, but as a smarter and more human way to navigate the city and discover where you belong.