We feel thankful to have such marketing projects – starting from the scratch (or as in this case – from the field), we had the opportunity to find true strategic insight and to create the project core around it.
The leading property developer BLD, usually focused on residential projects with top city locations, decided to challenge themselves with a project of a different kind – a small residential complex outside the city limits.
A peaceful and picturesque area not far from the city was planned to turn into modern and comfortable living complex with spacious family houses and yards.
A CHALLENGE of PERCEPTIONS
Yet, regarding their home location business and over-scheduled people tend to see more pros in convenient and pragmatic city center or well known areas in the city…
Also, at that time, the segment of residential house complexes in outskirt areas of the capital, was not still developed and there was no communication background.
So, our challenge was to break the convention of perceptions and create awareness for the alternative option our client offers.
WE BASED OUR CONCEPT ON THE TRUE PERSONAL NEED, BEYOND RATIONALIZATION…
Our marketing communications strategy stepped on a brave consumer insight, a way not explored up to that moment.
“In modern life most people, especially those considered successful in business, are busy. They live through extreme busyness, multitasking and overload…
That’s why leisure moments, family activities, nature and self-connection became the new symbol of luxury living and most desired lifestyle for overworked business people!”
Nowadays everyone offers and communicates spacious, gorgeous, comfortable homes for modern active people…We decided to talk for what is really valuable for those people, beyond the rational choice. We gave them what they crave for:
A CONCEPT FOR SLOW LIFE – the calm life of the dynamic people.
SLOW LIFE LAUNCHING
Based on main concept and positioning, we developed a strategy for the launch of SOFIA SLOW LIFE DISTRICT.
Starting from name, logo, visual identity and slogan, we further tied the emotional bond with target audience with a SLOW LIFE video MANIFESTO – a story that resonates with modern people’s needs and values.
CREATIVE EMPHASIZE ON THE SLOW LIFE USING THE POWER OF CONTRAST
With series of 4 key visuals & creative messages we highlighted the idea that SLOW LIFE is not anymore a distant dream for active people stuck in the busy life but a real opportunity close to them:
CAMPAIGN WITH EDITORIAL STYLE / CREATING A TREND FOR SLOW LIFE
PERSONAL STORIES
We put strong personal touch in Slow Life storytelling with true testimonials from people, who support the brand philosophy and are successful in their profession.
SLOW LIFE PARTNERSHIPS
We spread the message and SLOW LIFE concept making a thematic media partnership with leading news website Dnevnik.bg. For more than 2 months we had special rubric dedicated to SLOW LIFE with editorial content. Further, we participated in Slow Food dinner.
SLOW LIFE DIGITAL INSPIRATIONS
Continuing with the added value content strategy, we explored the slow life in own blog and with inspirational content in the brand Facebook channel.
