Brief
Promote PIK’s 50 different residential complexes using a single brand communication.
Idea
Every family has its own idea of how the perfect apartment should look like. PIK Group sells every kind of condo you can think of — a list of floor plans alone is more than a hundred items long. But, instead of emphasizing the choice and variety, we’ve asked the customer to imagine the one and only — the one they really need. The perfect flat.
FLEXIBILITY
Our approach broke out of the clutter. Thanks to its flexibility, we managed to tell all about the advantages of every single house, apartment, and PIK-made infrastructure in a consistent, memorable way. The campaign featured 27 short videos.
Consistency
The same creatives were used in radio as well as outdoor advertising. Keeping a consistent image across every medium helped us create brand recognition and increase brand awareness.
Results
Brand awareness raised by 23% during campaign to all-time record — 95%.