The idea of advertising campaign for the unique apartments in Moscow
"Park Mira" is the only one low-rise business class complex on the Prospect Mira, with its own public garden in the inner area. Apartments have some unique features such as high ceilings, panoramic windows, ability to install fireplaces on the upper floors, close proximity to the park and Alekseevskaya metro station.
The decision to launch an advertising campaign of the complex was made in the moment of crisis in the property market, when rational motivators of purchase were on the forefront.
To develop an idea of the advertising campaign for the "Park Mira" apartments, which will communicate the rational benefits of the product with a vivid emotional coloring.
The direction of the campaign was defined by the unique location of apartments. How to show house location between park and city center? Just write about it!
The DDVB team developed a series of posters, revealing the main advantages of the complex: parking, terrace, fireplace, etc. In order to achieve emotional anchor, the image has become a word – the word has become an image, that creates associations with place and atmosphere.
Thus, the "Park Mira" apartments has acquired a unique-style communication language, which distinguishes this complex from the competitors and gives full information about all the advantages of living in these place.