Yo! It's REALLY estate, bro!

Context

The real estate market in Kazakhstan faced a crisis of trust.

8 out of 10 commercials were built on staged decorations, «happy families,» and promises far removed from reality.

The result — more than 50 000 families suffered from unfinished housing projects, and over 50% of buyers experienced delays in apartment handovers.

BI Group faced a difficult task: to break the barrier of distrust and bring back people’s faith in honest advertising.

Solution

BI Group chose to speak to people in the language of music — and more specifically, in its most truthful dialect: straightforward, honest rap.

Instead of «vanilla» families, we showed the face of a real buyer — someone people could truly identify with.

Instead of an actor at the sales desk, there was a real BI Group employee.

Instead of a showroom, we showed only real residential complexes already standing on the streets of the city.

We told the story over a dynamic beat and launched a mini-series of two music videos «Yo! It' REALLY estate, bro!» (with a sequel currently in production). This shattered the traditional template of real estate advertising.

Release timeline:

Episode 1 — July 2024 (Instagram*(*запрещенная в России соцсеть; принадлежит Meta, которая признана экстремистской и террористической организацией в России), YouTube)

Episode 2 — October 2024 (Instagram*(*запрещенная в России соцсеть; принадлежит Meta, которая признана экстремистской и террористической организацией в России), YouTube)

Results

The truth sounded louder than anyone else — and people trusted us!

+67% — increase in apartment sales

+34% — outperforming the real estate market

10 attempts by competitors and other players to copy our format

Social media performance:

830 000 video views

14 000 likes

11 500 shares