Explosive performance campaign for a developer in Israel
14 days
to develop and conduct
an advertising campaign
138 leads
for sale of luxury real estate
in Israel
A short-term advertising campaign in the Russian-speaking segment of the Internet in Israel, aimed at attracting buyers of apartments in Aura City - a promising residential complex.
Project Timeline
1
November 1-6
Negotiations, preparation of a quotation, conclusion of a contract
2
November 7-13
Preparation and testing of advertising campaigns
3
November 14-29
Advertising campaign battle mode
4
December 2nd
Summarizing
About the Customer
Aura Israel is a company engaged in construction of residential facilities throughout Israel, as well as in Eastern Europe and the United States.

On November 30, 2018, it was planned to begin construction and sales of a large (over 100,000 sq. meters) modern Aura City residential complex in the city of Hadera on the Mediterranean coast.

The project was implemented with the assistance of the municipality, that wished to keep the residents of Hadera from relocating to other regions of Israel.
November 1, 2018
The head of the marketing department of Aura Israel contacted our office in Haifa with a request to develop an advertising campaign to attract Russian-speaking buyers of Hadera at the start of sales.

Also, by agreement with the city administration, Aura was ready to provide the first 100 buyers (to residents of Hadera and their relatives only) a 10% discount.
November 6, 2018
The contract was concluded and the goals were setup:
The first one. Within the 3 weeks before the start of sales, to organize an effective advertising campaign among Russian-speaking residents of Hadera and their relatives from other regions.

The second one. Offer marketing activities to promptly inform potential buyers about the start of sales and attractive conditions at the beginning of construction for city residents.
Analysis of the situation
Together with the team we thought over the main directions
Strategy Development
  • Public lottery
    Для привлечения внимания покупателей и мощного стимулирования потребительского спроса на квартиры в Aura City предложено организовать лотерею по розыгрышу права получить скидку 10% от стоимости недвижимости и широко её пропиарить.

    Необходимо отметить, что это очень выгодное предложение для рынка Израиля, т.к. в среднем по комплексу Aura City скидка на квартиру составляла 110 000 шекелей (около 1 900 000 руб.).

    Предложено разыграть в лотерее все 100 квартир со скидкой.
    По требованию застройщика в правила лотереи внесен пункт, что для участия необходимо предъявить банковский чек на 100 000 шекелей, который в случае выигрыша будет зачтен в качестве первого взноса за квартиру.
  • Ad channels
    - targeted ads on Facebook and VK
    - Google Display Network contextual advertising.

    Campaigning in Google search and Yandex was considered inappropriate.
  • Landing page
    To receive and process advertising traffic, it was required to create a convenient adaptive landing page.
Completed works
During the shortest possible time, a full-fledged advertising campaign has been launched
The advertising campaign was put into combat mode and lasted for 15 days before the start of the lottery.
Additional activities
A database of the most popular Russian-speaking Israeli groups on various topics in FB has been compiled, which published posts on the unique Aura offer (native advertising) with the links to the landing page. Some members of these groups expressed the opinion that any lottery and drawing of apartments was a hoax. The negative feedback was worked out, it was explained to the doubters that it was not a "freebie", but a chance to win the right to a discount. As a result, we were able to get additional free coverage, as well as referrals to the website and applications.
November 29
at 6:00 p.m.

Eastern European time, the advertising campaign was suspended and the first results were summed up.
94 359
Ads were displayed
through various channels
19 983
users reached from the "Russian street"
of the Hadera region
4,72
average ads display frequency per user
on all channels
141
leads received
131
people filled out the
registration form on the site
10
people called from the website
to the office
Total number of transfers to the website: 1389
Facebook - 1027
Google - 220
VK - 142

All leads were from Facebook (+ Instagram + Audience Network).
Achieved Goals and KPI
Of 141 people who filled out the registration form on the website and called the office from the website 64 people met all the requirements and took part in the lottery.

27 people became winners and concluded contracts for the purchase of 3-room apartments in the Aura City complex at a discount.
The revenue of Aura Israel only on the first installment from customers attracted by R52.RU as on November 30 amounted to 2,700,000 shekels (48,700,000 rubles)
We don't want to count other people's money and don't know the total cost of the contracts, but if we take into account the minimum price of an apartment of 990,000 shekels (17,820,000 rubles at the current rate), then the minimum potential revenue for our customer from "our" customers can be total of ..., well, big money.