Tested by thousands of families

We showed that BI Group is a developer trusted by thousands of families.

Client: BI Group
Category: Ad Campaigns
Market: Uzbekistan
Lokals product: Hi Speed Campaign
Year: 2024

01 / HOW IT LOOKED

Gallery of materials

02 / CHALLENGE

The business problem the client came with

Increase awareness of the international developer BI Group among Tashkent residents ahead of a large-scale image campaign. The main difficulty was the high level of skepticism among the local audience toward any new players in the real estate market.

Business pain:

break through the armor of buyer skepticism caused by amateur approaches and unreliable local developers.
develop a campaign that would ensure high visibility on outdoor media without inflated costs for large-scale production.
smartly use the successful experience of completed projects in Kazakhstan to build trust in the new market of Uzbekistan.

03 / SOLUTION

The approach we proposed

Market analysis showed that the construction boom that began in Uzbekistan in 2017 attracted many unscrupulous developers. Due to mass deadline failures and poor-quality implementation, buyers turned into “forced experts” who understand seismic resistance and price per square meter in detail, but no longer believe beautiful corporate promises. People trust only the real experience of other people. Based on this insight, we built the concept “Tested by thousands of families”, making residents of already completed homes the main ambassadors of BI Group. With a limited budget, we focused on creative content for LED screens and the web: we showed living, authentic scenarios of life on the balconies of the brand’s occupied residential complexes in Kazakhstan. Each story was visually supported by a specific product benefit (RTB), allowing the developer to prove its reliability through the honest experience of thousands of families without unnecessary pathos or huge costs.