How to create and promote a residential brand in a new suburb?

In 2017 we were commissioned by CoopServizi, through UniAbita, one of the largest building cooperatives in Italy with over 18 thousand members and a net worth of over 280 million euros, to design and develop a branding and promotion strategy for the Univillage housing complex in Sesto San Giovanni, where 155 apartments had remained unsold.

The Univillage area, in the Cascina Gatti district, had undergone an important urban redevelopment process by UniAbita itself which, in addition to the reclamation of the area, had overseen the creation of a public urban park with cycle lanes and pedestrian paths, a covered square with shops and an educational centre for children, and urban allotments.

After carrying out Data Analysis (CAWI method) that allowed us to identify targets, we devised a marketing and destination branding strategy. This entailed restyling and preparation of the sales office, the creation of information materials, the creation of a dedicated website, and the generation of content for story telling videos and animations for social channels. In 22 months of activity we collected (through online leads) over 2,500 requests which resulted in 767 appointments, with 93 apartments sold for a total value of 20 million Euros (ROAS = 6.726%).