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.
Solution We created the first musical branded mini-series about real estate in Kazakhstan: «Yo! It' REALLY estate, bro!»
Instead of glossy imagery — honest rap, the language of the streets and social media that people trust. Instead of vague promises — real residential complexes, real deadlines, real numbers. Instead of actors and expensive production — our own employee, who became the face of the project.
Thus, advertising turned not into a pretty façade, but into a tool of trust, proving that BI Group builds homes where promises match reality.
Episode 1 — July 2024 (Instagram, YouTube)
Episode 2 — October 2024 (Instagram, YouTube)
Results Audience
830 000 video views
14 000 likes
11 500 shares
Over 10 competitors copied our format
Business
BI Group sales grew by 67%
The company outperformed the market by 34%
Audience comments
«The only ad I watched until the very end»
«Such a cool ad, it even made me want to buy»
Main result: We didn’t just create advertising — we restored people’s confidence that buying a home can be honest, transparent, and joyful.
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