Used provocative advertising to bring the brand to the market in record time
Client:
Expanses District
Country:
RussiaProfessional field:
Real estate
About the client
- A large construction company
- The planned community was the economy class, located outside the city
- 180 three-storey apartment buildings on an area of 154 hectares
Tasks:
- Creating a brand of a residential complex
- Building a stable customer flow and starting sales
- Standing out in the market to break through the information noise and reach the customer
Solution
We moved away from the standard advertising with happy families and began to sell a lifestyle
Focused on the environmental agenda, the distance from the city turned from a disadvantage into an advantage
The main narrative image of the logo was a bright life in nature
We identified the needs of the target audience and built a creative brand concept on them
Results
- Provocative advertising broke through competitors information noise and achieved high brand awareness in record time
- The format of a «test drive» of life in a new neighborhood helped to dispel the fears of potential buyers and launched a rumour mill