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C-15-8. HOUSING WITHOUT COMPLEXES
| Agency | Deluxe Interactive |
| Creative head | George Pavlenishvili |
| Author of idea | Deluxe Interactive |
| Product | TEKTA |
| Description | Goals: To develop image-building communications campaign for the TEKTA company that would make it stand out from the competitors in the real estate market. Solution: A unique offer from the TEKTA company is a new category of residential real estate in the form of comfortable business class housing that doesn’t cost a lot and is located right outside of Moscow proper. We had to come up with a name for the “new class of housing” while avoiding all of the negative components of the “house outside of Moscow” notion such as “Moscow region (Podmoskovye, Under Moscow) is not Moscow”, “It’s not cool to live beyond the Moscow Circle Road...” and others. To counter this we came up with a new term - Upper Moscow (Nadmoskovye), which removes the mental stumbling block for the potential clients who don’t want to live “UNDER”, but can live “ABOVE”! To develop the theme of UPPER MOSCOW in general we came up with a tag line - “HOUSING WITHOUT COMPLEXES” - which speaks to those clients who are tired of offers to move into “housing complexes” and are seeking something more interesting and up-to-date. |
| Team members | George Pavlenishvili - Creative Director Alexey Ermolaev - Senior Copywriter Stas Antipov – designer Alexei Maletsky – Art Director |
