Background information
We began by holding joint working sessions to identify goals and creative solutions for the project. Due to its location, Kronstad is a housing project that appeals to people of all ages. The project was intended to feel authentic and unpretentious, while also capturing the essence of what it would be like to live in Kronstad .
We adapted the creative expression so that we could target both the older and the younger target groups. By tailoring material in this way, we had a unique opportunity to further optimize the digital marketing throughout the autumn.
Graphical elements
A residential project's prospectus is not just a legal document with sales drawings and delivery descriptions. It is also a communication of the brand's perceived emotional values and strategic position! As a printed and downloadable file, it has a lifespan far beyond the period when the apartments are on sale.
The logo and graphic elements were designed to highlight the key selling points of Kronstad . We wanted to emphasize the intersection—the central location provided by the light rail line, and the four directions the line takes us in. The use of modern colors and large, clean surfaces evokes associations with modern Scandinavian design and is intended to appeal specifically to a younger target audience.
We created our own template for the home selector. It was designed according to the "mobile first principle" and emphasis was placed on user-friendliness. Because of this, it was stripped of all unnecessary information, which has resulted in a modern and robust home selector that seamlessly becomes part of your profile and website.
Social media
At Kronstad , some of the apartments are designed for first-time buyers. Because of this, we wanted to use social media as part of our communication strategy, in addition to standard programmatic advertising. The team working on the project took photos of the surrounding area. We were able to use these images both in the brochure and on social media. The result was an authentic presentation of the housing project that aligned with the client’s wishes and our vision.
Performance
The value of a good performance strategy can never be underestimated in a housing project. We started early by building a stakeholder list for the project. Everyone who visited the website received a clear call to action: Register your interest! In return, we promised to keep all stakeholders updated before anyone else. Stakeholders would also receive an invitation to a pre-sale before the ordinary start. Such a stakeholder list is invaluable for further dialog. As the municipal procedure dragged on, we were able to update stakeholders and keep interest high by constantly sharing new interior 3D and providing updated information about the start of sales. In the weeks leading up to the start of the sale, we provided good information about the actual sales process and shared questions and answers on the website. The countdown started!
The result
When the pre-sale started, we got to see the results. It really took off! Within a few minutes, over 140 purchase confirmations (purchase offers) poured in. With 50 apartments in the building, the apartments were allocated on a first-come, first-served basis.
