Event context
What the official event record says now.
For the latest public context, see Official INDEX site ↗. The notes below are intentionally kept separate from the historical DMS campaign story.
- INDEX says it has united MENA’s design industry since 1987 and connects global manufacturers with interior designers, architects, developers, procurement leaders and distributors.
- The official event describes a three-day showcase of interior products, ideas and innovation.
- INDEX Design Talks provide keynotes and panel discussions on interior and architecture trends, materials and technologies.
- The visitor proposition cites 500+ brands from 40+ countries across key interior product categories; this is an organiser claim.
The commercial problem
The campaign had a defined performance gap to close.
The supplied brief was to turn awareness into pre-registrations, grow footfall and support sales for a design-professional audience.
DMS scope
Built around the buyer journey, not channel silos.
- Search engine marketing
- Google & social campaigns
- Search and display remarketing
- Geo-targeting
- Teaser campaign
Strategic execution
How the demand system was designed.
- Built a teaser phase to establish early awareness before registration pressure increased.
- Used Google, social and geo-targeting to make the campaign visible within the design audience.
- Brought known visitors back through search and display remarketing to convert interest into registration.
