A developer marketed a modern comfortable high-rise in the center of Moscow. The sales, however,
were flat because of a boring naming and ordinary advertising.
We suggested changing the focus from 40+ y.o. audience to a younger one.
The new positioning says: it’s the first residential high-rise for the heroes of a modern metropolis —
young professionals, middle management, elite youth.
We gave the object a bold name — Headliner. Instead of another «brand style for a residential building»
we created a fashion identity. «Headliner – it’s about you!». It’s about those who achieve their goals.
The complex has been the sales leader in the district, and the sales plan is ahead of the target.