We have been cooperating with Kovalskaya for several years now and promoting their real estate properties. This time we will tell you about a special and large-scale launch for one of the residential complexes — the Top Location campaign for Rusanovskaya Gavan. One of the secrets to success is a combination of different tools, but the most interesting thing is hidden in the details of the case.
Project: “Kovalskaya Real Estate” .
Region: Ukraine.
Service: PPC Enterprise .
Project team: Anastasia Svinchenko, Evgeniy Rudakov, Anna Bogoley, Anastasia Gutnik, PPC Specialists; Anna Gorbatko, Client Project Manager.
Who is our partner?
“Kovalska” is one of the most reliable whatsapp number database developers in Ukraine, operating on the market since 2002 and having implemented 32 residential projects.
It is the only developer in the country with its own industrial capacities – from quarries to factories. Thanks to this, 80% of the materials from which the Kovalskaya houses are built are produced at its own enterprises.
Goals of cooperation
During the advertising campaign philip kotler – the father of modern marketing we set ourselves the following goals:
- maximum coverage of the relevant audience – people who already know about Kovalskaya and Rusanovskaya Gavan, as well as stimulating those who have not yet decided to interact with the brand to take action;
- attracting a new target audience;
- increasing the recognition of Rusanovskaya Gavan and securing its image as a “top location” for living;
- strengthening the position of the Kovalskaya brand as a reliable developer in Kyiv;
- increase in the number of interested clients submitting requests to purchase real estate.
Promotion strategy
“Rusanivska Gavan” is a residential belgium business directory complex with many strong points, the main one being its unique location. It is located on the coast of the Rusanivska Strait, with a panoramic view of the Dnieper. The complex is easy and quick to get to the center of Kyiv by car, and on foot – to the metro and all the necessary infrastructure.
The Kovalskaya team has developed a large-scale and well-thought-out concept for an advertising campaign. Its main goal is to cement in the audience’s minds that Rusanovskaya Gavan is a real “top location” for living.
Approaches that focus on the advantages of the residential complex turned out to be insufficient for effective promotion. The market is oversaturated with typical messages and methods of real estate advertising. Therefore, the Kovalskaya team used an unconventional strategy divided into two stages: teaser – “creating intrigue” and the main one – “revealing the cards”.