The Brief

The ORIX Real Estate Corporation planned to tear down a historic music hall, a symbol of its region, to build a large condominium complex. However, plans were changed when 140,000 signatures were collected on a petition for the preservation of the music hall by residents. Development plans were altered to save half the music hall and its outer wall, with the condo being built on the rest of the site. We were tasked with a difficult issue␣having to change the feelings of those 140,000 from negative to positive to create momentum for selling condominium units.

Describe how the promotion developed from concept to implementation

We focused on their 'strong love for music' to increase the value of the condominium's city district. We provided an opportunity for residents (who are potential buyers) to experience the joy of 'life with music' available to those living here. We named the city district as 'City of Resonance', created a symphony as the district's theme song, distributed this musical score on the LOCAL NEWSPAPER to invite area residents to practice their chosen instruments and gather at the planned construction site to perform together, took place the EVENT, and the footage from this event was made into a TVCM.

Describe the success of the promotion with both client and consumer including some quantifiable results

Many local media reported on this groundbreaking means of selling real estate. Area residents extensively shared on this topic using their blogs and Twitter. Online purchase reservations were immediately filled, and people came in droves to the condominium's showroom. All units were sol out even before construction began. And to top it all off, the 140,000-strong opposition disappeared. Area residents, including those of nearby areas, had gained positive feelings and pride for this neighborhood. They now wish to continue nurturing this area into a place that resonates with music and culture.

Explain why the method of promotion was most relevant to the product or service

Objective: to sell a large condominium complex build next to music hall. Strategy: to sell a large condominium complex by raising a value of the district. Execution: over 2500 people gather with their musical instrument, and played theme song together. We celebrated the birth of the new district. The footage from this event was made into a TVCM.