The company Dominanta builds residential complexes of business and higher classes. For one of them—the 52-story skyscraper Svet on Dmitrovskoe Highway—the studio developed a communication strategy after conducting preliminary research on the target audience, the market and its key trends.
The developer’s key idea is the combination of each resident’s individuality with the unity of the community in the residential complex. The foundation for the work was based on several trends concerning buyers of business-class apartments. They:
are getting younger
increasingly value personalization in any content
seek emotional closeness in communication
They want to do everything their own way: to broadcast their inner light and express their uniqueness.
to appear, a projector
is needed.
We came up with the key message:
Svet: the space of your manifestation.
The strategic decision was to segment the messages according to the characteristics of the audience after the first announcement campaign. Four segments were identified for this purpose:
A person from Svet belongs to one or more of these segments, but based on the details mentioned in the communication, they recognize themselves in the description.
The strategy also developed a communication style and selected the most effective channels. A special advertising campaign was launched in preparation for the sales of apartments.
