Background:
Almaty has one million square meters of premium housing.
And almost every new residential development calls itself premium, unique or exclusive.
So, when Kusto Home launched a new premium residential development, we had to somehow make it stand out — before it was even finished.
The most iconic buildings often have one thing in common: people themselves gave them their names.
The Flatiron Building in New York, The Gherkin in London, The Big Syringe in Hong Kong - you name it.
Idea:
To make a new premium development stand out before it was even finished, we decided to let people give it a name:
THE DIAMOND HOUSE.
Execution:
An online video appeared showing workers finding a real diamond at some construction site.
The footage went viral across social and mass media.
People started wondering where the diamond came from, where exactly it had been found, and whether there could be more.
And throughout the comments, one name started appearing again and again: “The Diamond House.”.
So, we created a legend.
And then we made it real.
We launched a unique promotion designed to drive sales:
we hid 15 real diamonds inside the walls of 15 randomly selected apartments.
Which apartments contained the diamonds remained a secret.
Their numbers would only be revealed after all the other apartments were sold.
So every buyer has a chance to own one of the unique diamond apartments in the legendary Diamond House.
Results:
$17 000 spent on 15 diamonds.
130 apartments sold for $24 375 000 in the first 6 months.
2.5× the premium-segment market average.
3M+ REACH.
5M+ VIEWS.