Description

Brusnika is a development company that not only builds houses, but also transforms the territory around them, improving the quality of life of entire neighborhoods. Parks, pedestrian boulevards, sports grounds, bicycle paths, kindergartens, schools, shops, cafes, fitness centers, and beauty salons appear within walking distance of not only residents but also neighbors of Brusnika's facilities.

The task was to create a low-cost interactive campaign to show how the company's activities affect the lives of people in the neighborhood, and even the attractiveness of their homes.

Creative idea
We decided to give the word to people who already understand what it means to live in the neighborhood of Brusnika's facilities, and whose words would sound particularly convincing. On two of the largest real estate marketplaces, the developer promoted the announcements of the residents of neighboring houses if the text of the announcement contained the line «Because it's next door to Brusnika».

Strategy
We found a point of contact with the core of the target audience. The unusual mechanics of the advertising campaign ensured the developer's native promotion. Real people's adverts then became outdoor adverts, which were placed in the immediate vicinity of the flats being rented out, and radio spots. The developer helped ordinary people to rent out their flats, and people told the entire property market how the standard of living was changing near Brusnika.

Results
Consideration to purchase by target audience increased by 12% year-on-year, which put the brand in the leading position by this indicator in the regions where it operates.

Credits

Creative directors: Andrey Gubaidullin, Anton Rozhin Copywriters: Georgy Kornilov, Artem Epanchintsev