Balcony Karaoke Marten Marketing
Task
The self-isonation of spring, 2020 brought its corrections into real estate marketing. Outdoor advertising, radio advertising, slick magazines and other common channels were rapidly loosing its influence. During home isolation people didn't see outdoor advertising. "Marten Marketing" agency was tasked to develop a non-standard promoting mechanics for "Yarkiy" residential complex, which is known for its close-knit neighborhood community.
Ideas and solutions
The insight laid in the fact that people really missed live communication and wanted to see each other again. The solution was found — "Balcony Karaoke" event. On May, 09 at 7.00 p.m. we have organized a live stream studio on the roof of the highest building in "Yarkiy" residential complex. Several video streams were collected in one broadcast: the camera was shooting the presenter on the roof, drones flew around the residential complex and filmed people singing on balconies. Music and lyrics were embedded in live stream so that residents of the residential complex could sing synchronically, like one big choir! Citizens went out on their balconies, started live streams, heard music, saw neighbors and themselves, singing all together by residential complex! "Balcony Karaoke" event was included in all evening news releases of Ufa. It was written about in tens of mass media, hundreds of Ufa residents posted videos from the scene in social media. Group of companies "Tretiy Trest" got a great attention to its flagship project — "Yarkiy" residential complex, and show on practice that they not just build houses but sincerely care about residents. After a long self-isolation the residents of "Yarkiy" again felt themselves to be one big family! "Balcony Karaoke" event's organizer — Group of companies "Tretiy Trest". Idea and creation — Marten Marketing Agency. Video production and streaming — kinodel.info and Flycam.
