Awards Central Asia — 2025 /
MEDIA /
Creative Use of audio
Agency
BI Group
Client
BI Group
Description
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 in the language of music — and more specifically, in its most truthful dialect: straightforward, honest rap. Instead of «vanilla» families, we showed the face of a real buyer — someone people could truly identify with. Instead of an actor at the sales desk, there was a real BI Group employee. Instead of a showroom, we showed only real residential complexes already standing on the streets of the city. We told the story over a dynamic beat and launched a mini-series of two music videos «Yo! It' REALLY estate, bro!» (with a sequel currently in production). This shattered the traditional template of real estate advertising.
Release timeline:
Episode 1 — July 2024 (Instagram, YouTube)
Episode 2 — October 2024 (Instagram, YouTube)
Results The truth sounded louder than anyone else — and people trusted us!
+67% — increase in apartment sales
+34% — outperforming the real estate market
10 attempts by competitors and other players to copy our format
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