DUBAI: Mohamed Alabbar, the billionaire founder of Emaar Properties, has announced an extraordinary challenge to content creators and innovators worldwide: design exceptional campaigns to promote Dubai and address pressing global issues, with the promise of a life-changing reward.
The announcement was made at the 1 Billion Followers Summit in Dubai, a three-day event bringing together 15,000 content creators, 420 speakers, and 125 business leaders under the theme ‘Content for Good.’
Alabbar’s invitation combines ambition with an opportunity for transformative impact.
Two challenges, one reward
Speaking at the summit, Alabbar outlined two major challenges for participants:
Transform Downtown Dubai: Create a year-long marketing campaign to elevate Downtown Dubai, already the world’s most-visited destination with 150 million annual visitors, to surpass even this figure.
Address Affordable Housing: Submit groundbreaking ideas to tackle the global housing crisis, with 1.8 billion people worldwide currently facing a lack of adequate homes.
Alabbar emphasised his commitment to bringing exceptional ideas to life, promising financial backing and collaboration with Emaar for standout projects. “If your idea is great, I’ll fund it. I’ll sign the cheque,” he assured the audience.
A direct line to Alabbar
In an unprecedented move, Alabbar shared his personal email address – mohamedalabbar@emaar.ae – onstage, inviting direct submissions. “Don’t give me garbage,” he urged, emphasising his dedication to genuine innovation. “I’m doing this because I love my city and want the world to see its greatness.”
He further shared insights on why he dismissed his traditional marketing team. Describing marketing as “riddled with deception,” he asked for authenticity and quality-driven engagement.
Aspiring participants now have the chance to become part of this transformative journey. Whether through marketing campaigns that redefine tourism or ideas that address housing shortages, they can make their mark while contributing to Dubai’s ever-expanding legacy.
Marketing with impact
Alabbar illustrated his philosophy with an example: a simple 30-second video featuring himself and his 12 grandchildren, which cost Dh70,000 to produce, generated billions in real estate sales. “It’s not about high production costs but genuine storytelling,” he said, showcasing Dubai as a city of boundless opportunities.
The billionaire’s focus on authenticity and innovation extends beyond Dubai. He reflected on his humble beginnings in a single-room home with 13 siblings, highlighting the UAE government’s past efforts in providing housing for citizens and inspiring his ambition to combat global housing shortages.
‘Content for Good’
Alabbar’s journey from modest origins to global success resonates with the summit’s theme of ‘Content for Good.’ Addressing the audience, he shared hard-earned lessons about partnerships, perseverance, and the value of honest efforts.
“I started at 17, but I only achieved success at 39. It’s not about weekly effort; it’s about showing up every day,” he said, encouraging attendees to embrace challenges as learning opportunities.
1 Billion Followers Summit
The 1 Billion Followers Summit itself serves as a platform for Alabbar’s ambitious call to action. Hosted from January 11-13, 2025, it has attracted a global audience eager to harness the power of content creation for positive change.
Beyond the immediate opportunities offered by Alabbar, the event highlights Dubai’s status as a hub for creativity, innovation, and global collaboration. From social media influencers to corporate leaders, attendees are united by a shared goal: leveraging their platforms to solve real-world challenges.