Homes beyond the everyday
LähiTapiola is constructing the dream of green living at the heart of a modernizing Tapiola. Redland helped sell the gorgeous homes located in Tapiola’s Kirjokansi at a steady pace.
Several apartment complexes in Tapiola’s Kirjokansi needed a new marketing strategy, website, and advertising in order to sell the apartments under construction.
We designed the main marketing message, brand image, materials such as brochures, printed and electronic visibility, marketing event, and website for Tapiola’s Kirjokansi. In planning Kirjokansi’s marketing, we paid particular attention to the target group. Through careful segmentation, we found new ways of finding interested parties as opposed to housing marketing norms.
A target group orientation and an execution deviating from the norm achieved a high amount of interest from the very beginning and got buyers in motion. A strong promotional visibility built on top of a multi-channel approach and a showroom at Shopping Center AINOA attracted a 200-meter line during the worst of the dark November slush. More than half of the homes were sold immediately after the launch of the campaign and the remaining homes also sold faster than the rest of the market.