Awards Central Asia — 2025 /
DIGITAL&SMM /
Special Project
Agency
BI Group
Client
BI Group
Description
Brand Challenge 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.
Insight Kazakhstani culture today is permeated with the principle: «to seem, not to be.» People take loans for status, buy expensive cars, but live in rented apartments. This illusion of beauty and success has also migrated into advertising. That means distrust can only be defeated with honesty, open conversation, and a language close to the audience.
Solution We abandoned the industry’s usual «glossy» approach. Instead, we chose a language millions believe in:
Music and rhythm – rap recitative, the kind people naturally share on social media
Irony and humor – a way to talk about serious problems in a light and memorable way
Facts instead of promises – only real completed residential complexes, real numbers, and real timelines
This gave birth to a special project — the first-ever musical advertising mini-series about real estate in Kazakhstan, in the format of honest rap: «Yo! It' REALLY estate, bro!»
Release timeline:
Episode 1 — July 2024 (Instagram, YouTube)
Episode 2 — October 2024 (Instagram, YouTube)
Results Audience
830 000 video views
14 000 likes
11 500 shares
More than 10 competitors copied our format
Business
BI Group sales increased by +67%
The company outpaced the market by 34%
Audience feedback (comments):
«The only ad I watched until the end»
«Cool ad, it even made me want to buy»
Main result: We restored trust in honest real estate advertising.
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