Why is this work relevant for Media?

We found a new strategic way to sell commercial properties which was not popular at all, especially in times of economic crisis. Using data and social research we discovered a new target audience, its deep insight and relevant touchpoint - new ambient media, that helped us to deliver the message directly to audience. That made a big viral effect, it led to extremely effective cost per contact - $0,0034, in one week requests raised up to 125%, and in one month 80% of commercial properties were sold.

Background

It’s hard economic crisis in Kazakhstan, and it hits the real estate developers. Nothing sells, especially commercial properties, which are not popular at all. Despite the fact that commercial properties are very profitable and good for investments, it’s stable, never loose its price and become more and more expensive every year. We should find a way to explain it to customers and find buyers for the commercial properties of the Vienskiy Kvartal residential complex. The budget for the campaign is extremely low because of the hard economic and financial situation of the real estate developers.

Describe the creative idea / insights (30% of vote)

We created a new, most stable and predictable way to save money in Kazakhstan: the new currency - ‘square meter’ of the commercial real estate in the Vienskiy Kvartal residential complex. And we called it ‘Vienskiy Square Meter’.

Describe the strategy (20% of vote)

Using data and social research we discovered that people without specific financial education but successful in their fields - businessmen, company employees, specialists - become active during the crisis. We called them ‘household investors’. Some of them had never considered investments into commercial real estate. And they were faced a choice: how to save money during the crisis? National currency deposit? It wouldn’t save from currency devaluation or bank bankruptcy. Foreign currency? But rates are not stable, it’s impossible to predict with which currency you wouldn’t lose.

Describe the execution (20% of vote)

In times of economical crisis, everyone's eyes focused on the currency rate. Therefore, we had placed the ‘Vienskiy Square Meter’ among other currencies on the exchange board. And while the rates of other currencies were fluctuating, our currency was the only one stable.  The news about the new currency in Kazakhstan caused great interest and discussion in social media. We even got a phone call from the Ministry of Finance. We launched web-banners which led to analytical articles analyzing the investment profitability of commercial real estate and the ‘Vienskiy Square Meter’ currency. 

List the results (30% of vote)

The exchanging board with a new currency caused a viral effect and became a trendy topic in social and mass media. We even got a phone call from Ministry of Finance. The competitors also started offer their commercial property’s square meters as the most stable currency and profitable investment in times of crisis. The client had to increase the number of the call center staff, as the number of phone calls increased by 125%. Impressions: 36 183 Reach: 1 415 229 (75% of all Insta users in country) Cost Per Contact: 1.5 tenge ($0,0034). And the main result - a month later, 80% of the Vienskiy Kvartal commercial real estate was sold.