Awards International — 2025 /
CAMPAIGNS /
Low budget campaign
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.
Idea Instead of glossy, expensive commercials, we turned to the language our audience trusts most — rap. Straightforward, ironic, humorous, and based only on facts, not promises. A format that didn’t require stars, big sets, or huge budgets — just honesty, rhythm, and creativity.
Execution We hired a low-cost production team. All roles were played by a single company employee, not professional actors. The total budget for 2 episodes was just 20% of the industry’s average spend for similar shoots. Using minimal resources, we created Kazakhstan’s first musical advertising mini-series about real estate: «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
Over 10 competitors copied our format
Business
BI Group sales increased by +67%
The company outperformed the market by 34%
Audience feedback
«The only ad I watched until the end»
«Cool ad, it even made me want to buy»
Main result: With just 20% of a standard budget, we proved that a powerful idea beats expensive production — restoring people’s trust in real estate advertising.
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