Description
AGENCY: NXT/A2N Reklame & Digitalbyrå
CLIENT NAME: Anthon B. Nilsen Eiendom
Campaign started: July 4th 2018
Campaign ended: Ongoing
Created at: September 14, 2018
BRIEF
Hurum Brygge is a brand-new development project. It is a combination of permanent residents and vacation homes directly by the Oslo-fjord, 60 kilometers from Oslo. When completed, the spectacular view combined with modern architectural design transforms a quiet village into a beautiful coastal town.
NXT/A2N has been involved from the start, developing strategy, logo, visual identity, homepage, sales prospects and all marketing material.
The sales start for the first construction-phase with 50 apartments is scheduled to October 2018. In order to give sales a good start, we started with a pre-launch campaign, gathering a base of potential buyers.
STRATEGY:
Before a teaser-campaign was possible, we had to set the tone of the project, with development of a complete strategy of the launch as well as communication, name/logo, visual identity and presentation of the apartments on digital and print material. The logo is a perfect symbol for the entire project and the positive feedback we have received tell us that we have made the right strategic choices.
In the teaser campaign we cannot show any apartment plans, specific pictures or prices. Hence, we had to focus on the property itself and where it was located. We had some 3D-pictures made, illustrating how the project will look like when finished and focused the communication around the possibility to live your dream directly by the sea.
The aim with the campaign was to drive traffic and leads to a temporary campaign site and get potential buyers to report their interest there. We know from experience that the Facebook and Google networks are great channels for driving traffic to these kind of development projects. Hence, most of the media spending was used on Facebook and Google, but we also distributed flyers and produced sales material for the estate agents responsible for the sales.
RESULTS:
The response is overwhelming, and the campaign has so far generated 1.630 persons showing interest in one of the 50 apartments in construction-phase 1.
The campaign has in 2 months (July.4th-Sep.4th) generated:
Traffic:
- 24.870 page-views
- 19.890 sessions
- 15.570 unique visitors
- 6,2% conversion rate
Leads:
- 1234 contact forms sent
- 82 phones/e-mails to the real-estate agents via tracked webpage events
With such immense amount of persons already having showed interest, the sales forecast for the launch really looks good. The apartments are sold to a fixed price and a lottery will decide when several persons are interested in the same apartment
MEDIA:
LOYALTY
Campaign element description:
Strategy, Name/Logo and Visual Identity
Campaign site – www.hurumbrygge.no
Google Adwords Search ads
Google Adwords Display ads
Facebook and Instagram ads
Flyers
Sales materials
Downloads: