Awards International — 2025 /
MARKETING /
Marketing Strategy
Agency
BI Group
Client
BI Group
Description
Brand Challenge The real estate market in Kazakhstan has faced a deep trust crisis. 8 out of 10 commercials rely on staged «happy families,» decorative sets, and promises far from reality. As a result, more than 50 000 families have suffered from unfinished projects, and over 50% of buyers experienced apartment delivery delays.
This reflects a global trend:
72% of people believe advertising does not reflect reality
63% do not see themselves in ads and do not trust them
For BI Group, the challenge was clear: break the barrier of distrust and bring back people’s faith in honest advertising.
Strategy & Solution We rejected the glossy, artificial approach typical for the industry. Instead, we chose a language people actually believe in:
Music and rhythm – rap performance, a format people consume daily on social media.
Irony and humor – a way to address serious issues in a light, memorable form.
Facts instead of promises – only real delivered residential complexes, real figures, and deadlines.
This led to the first-ever musical advertising mini-series about real estate in Kazakhstan, created 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
Sales for BI Group increased by +67%
The company outperformed 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 real estate advertising and proved that in an industry plagued by distrust, a strategy of honesty can drive powerful business growth.
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