Context:

Task:

Work:

A large innovative Moscow developer Sminex was looking for a brand positioning for their new premium class project in an historical central area of Moscow. This required defining a target audience, developing an emotionally engaging brand positioning, product concepts and a communication toolkit for the project.

How do you sell premium class apartments at the peak of recession? To answer this we had to identify target audience insights and needs in recession that could be addressed with relevant product concepts and communications.

We conducted in-depth ethnographic study of potential buyers of apartments priced at Euro 1M+. We explored their behaviours, their relationship with investments and realty. We built the consumer segmentation based on their mindset, behaviour and needs. We developed the scenario and moderated the workshop during which we helped build brand strategy and product concepts in partnership with the client and their branding agency.

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Results:

The project is in the early construction stage based on the developed product concepts.The communications toolkit is based on one of the identified brand positioning concepts: “Privacy”. To support this proposition the project will not offer restaurants, cafes or retail on its premises. Service facilities will be separated from the accommodation facilities by separate entrances and the ‘Comfort Service’ schedule is designed to make it invisible to the residents. The project will offer only a limited number of apartments. A lot of thought is given to a comprehensive sound insulation system and noiseless lifts. Panoramic windows are impenetrable to the eye from the outside. The green court yard is not visible from the outside and is discreetly divided between apartments.