CONTEXT Half of the land sites in the Silver Horseshoe housing area are sold out. Sales are reducing because of the overall drop in demand for suburban estate and the increasing number of competitive offers.
OBJECTIVE Communication background for the advertising campaign was expressed by the customer: "Silver Horseshoe" is a place where everything is available to make the ideal home dream come true. The main goal of the advertising campaign is to help future residents of the area imagine their own house against the background of Moscow region nature, and to render the unique view and landscape of the place, proceeding from selling the product to selling the lifestyle.
SOLUTION The proposed variants should distinguish the available product offer from the competitive ones via creation and promotion of unique "style of life in the Silver Horseshoe" and are unified with the common slogan: "All I need for best house on earth".
The idea of the advertising campaign helps us transmitting unique advantages of the housing area, demonstrating the opportunities that are available for its residents. Outdoor advertisement is designed to draw attention of the customers and ensure their visit to the site where the relationships of consumer advantages with the actual features of the housing area are described in details.
Half of the land sites in the Silver Horseshoe housing area are sold out. Sales are reducing because of the overall drop in demand for suburban estate and the increasing number of competitive offers.
OBJECTIVE
Communication background for the advertising campaign was expressed by the customer: "Silver Horseshoe" is a place where everything is available to make the ideal home dream come true. The main goal of the advertising campaign is to help future residents of the area imagine their own house against the background of Moscow region nature, and to render the unique view and landscape of the place, proceeding from selling the product to selling the lifestyle.
SOLUTION
The proposed variants should distinguish the available product offer from the competitive ones via creation and promotion of unique "style of life in the Silver Horseshoe" and are unified with the common slogan: "All I need for best house on earth".
The idea of the advertising campaign helps us transmitting unique advantages of the housing area, demonstrating the opportunities that are available for its residents. Outdoor advertisement is designed to draw attention of the customers and ensure their visit to the site where the relationships of consumer advantages with the actual features of the housing area are described in details.