Serebryany Bor House Residential Development Campaign
Kortros Group has existed in the real estate market for more than 10 years. Throughout these years, Group has successfully implemented large-scale residential and commercial real estate projects in Moscow and other regions. In autumn 2016, Kortros plans to complete construction of a new business-class residential development in the capital of the country, the first high-end Moscow facilities to be included in its portfolio. Its location and features are supposed to make it a milestone for the company’s further development and positioning. This is how it should have been represented in the market launch campaign.
One of the main advantages of the facility is its location near the Serebryany Bor forest area that gave its name to the project. That is why the brand name acts as the main element of the message. With the name outlined with impressively large letters, not only does it attract attention to the facility, but also delivers strong character of the brand asserting its “high ambitions” and self-sustainability right away. Advertisements are built in the “reverse perspective”: the brand here is not an outcome, but a starting point. Every specific advantage turns into a “detail”, into the background to demonstrate unique character of the Residential Development with the “expressive name”. The image of the building actually manifested through its name is in harmony with its environment.
The concept has been delivered in outer advertisement, radio and online advertisement formats. The facilities launch in the market has attracted attention of both professional community and consumers. Due to integrity, elaborate representation, and well-balanced tone of communications, the project is differentiated against multiple competitors of the similar class gaining the competitive advantage it deserves.
The team: project head manager — Dmitry Chernogaev, creative director — Denis Shlesberg, art director — Irina Tsvetkova, leading designer — Irina Sakharova, copywriter – Elena Ionova, project director — Ksenia Gnevusheva, make-up and pre-press – Vladimir Demkin.