Echo Investment is the biggest developer in Poland, building in the business, retail, and residential sectors. We have co-operated on a number of investments. For one, in Wroclaw, we created a unique and unusual advertising campaign with a series of teasers.
The client came to us with a clear task. A new investment has quite typical features but the marketing strategy should be unique.
The Wroclaw real estate market is saturated, which is why we knew that we had to create naming that would really stand out from the crowd.
Market research showed us that investors tend to take their cues for naming buildings from local streets, suburbs, or topography.
We decided to propose a name that was related to the investment itself, not the area in which it is situated. The black and white vertical stripes that are such a characteristic feature of the investment gave us one reference point from nature that really stands out from the crowd: The ZEBRA.
We already had a natural and pleasing name; we then needed to tie that together with an identity that would fit the developer’s own brand. We decided to break up the simplicity of the name by introducing an elegant signet ring to the logo, which added the necessary prestige.
There are several developers on the Wroclaw market. Investors need to cut through the noise and the huge number of cookie-cutter advertisements with their near-identical key visuals of smiling residents. Our action really caught the attention of locals and generated a large amount of leads and potential clients.
We knew we had to break from the norm, so we decided to create an advertising campaign for The Zebra that was something a little out of the ordinary. We kicked it off with teasers to fire people’s curiosity.
We introduced the investment on the second phase of the campaign. We unveiled a little in our ATL and BTL campaigns while our digital campaign used our direct marketing database—all of which was amplified by social media activities.
The Zebra campaign was the foundation for co-operation onsubsequent investments.
We worked on the branding, naming, and marketing campaigns for Grau Gardens and Rydla 32 in Cracow.