Context The real estate market in Kazakhstan faced a crisis of trust. 8 out of 10 commercials were built on staged decorations, «happy families,» and promises far removed from reality. The result — more than 50 000 families suffered from unfinished housing projects, and over 50% of buyers experienced delays in apartment handovers. BI Group faced a difficult task: to break the barrier of distrust and bring back people’s faith in honest advertising.
Solution BI Group chose to speak to people natively — and, most importantly, honestly and clearly. The language of social media is dynamic videos, humor, and bright music. That’s exactly what we built our campaign «Yo! It' REALLY estate, bro!» on.
Instead of «vanilla» families, we showed the image of a real buyer — someone people could identify with. Instead of an actor in the sales office, we featured a real company employee sitting at the desk. Instead of a showroom, we showcased only real residential complexes already standing in the city streets. All of this was seasoned with a light touch of irony in both visuals and the text of a two-episode rap story. This approach broke the traditional mold of real estate advertising on social media.
Release timeline:
Episode 1 — July 2024 (Instagram, YouTube)
Episode 2 — October 2024 (Instagram, YouTube)
Results
Social media metrics:
830 000 video views
14 000 likes
11 500 shares
10+ attempts to copy our format by competitors and other market players
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