Pavilia Hill, Innity partner for ‘audience-driven’ mktg push
As Hong Kong’s residential property market sees the emergence of different kinds of offers, The Pavilia Hill, a New World Development (NWD), project was looking for something distinct to make a connect with its target audience. NWD explored an audience-driven digital marketing campaign for this project.
Background
The Pavilia Hill is a new large scale residential project in Hong Kong which goes beyond the traditional way of marketing to the mass. NWD adopted an ‘audience-driven’ concept to directly target affluent customers using parameters such as specific interests, lifestyle and geography. Combined with action-triggering functions, this campaign modelled a holistic data-driven approach to locate and pre-lock the niche audience.
Creative Execution
The Pavilia Hill revitalised its new living concept – Serenity Above the City – digitally by combining Interactive visuals, serene, soft pace background music and artistic content. By leveraging Innity’s engaging ad network, NWD captured its audience’s eyeballs when they interacted with the advertisement and experienced the creative online.
NWD strategically structured a sophisticated targeting mechanism and effectively captured the attention of affluent audience who value serene, quality living.
“They are one of my few clients in the residential property industry with such a vision,“ said Andrew Lim, Country Manager of Innity Hong Kong.
To take it one-step further, NWD added location-based targeting to tap into its mobile audience within the key business area in Hong Kong. Interested audience were able to visit the venue with three ‘Call-to-Action’ functions within the ad unit. The audience found it easy to (1) lock their schedule, (2) geographically locate the event venue and (3) make instant enquiry.
Results
The Pavilia Hill achieved the highest sales among the Hong Kong residential property market in the fourth quarter in 2014. The audience-driven digital marketing campaign was a success as it smartly mixed diverse audience targeting tactics to locate their niche audience. In the end, it achieved three times the engagement compared with current market benchmarks.
