Our objective was to communicate the universe of facilities of as an added value of the project, being a selling proposition for Liziera de Lac, in a market dominated by low quality real estate projects. We wanted our public to understand what it takes to build a quality residential project from scratch, the complexity of the development and hard work required.

To achieve this goal and to be able to illustrate the stages and efforts involved in the development of a 10-year project that aims to reach 4400 homes, VR:AI Agency worked with an independent game development studio to develop a game dedicated to the project.
The central element of the campaign is a free-to-play match 2 video game that prizes a nest 1 house in the complex.

The goal of the game is to solve a puzzle to collect resources and build the complex, level by level. The objective is to show users every step of the process of developing a project of such scope - from the construction of the infrastructure to the construction of the houses, precisely to illustrate in a playful way Liebrecht & wooD's approach to building a generation project large-scale urban and to show through the game, to all users, what the ecosystem of utilities is, as well as the ecosystem of amenities.

We designed an integrated communication campaign with traditional media (TV, radio), online (dedicated website, content marketing - podcasts and content articles), influencer marketing, social media (Facebook, Instagram, Youtube) and digital performance media for user acquisition.

12.000 players in the first weeks of launch, 500 players completed all 200 levels of the game, 10 players were eligible to win a house and 1 lucky winner won a house in Liziera de Lac.

Bounce rate on website of 30-40%, avg. read time 3-4 minutes. All the traffic was converted into remarketing and retargeting campaigns with dedicated messages.

A brand can achieve high consumer engagement if you design a solid product with the consumer needs in mind. You can deliver clear brand messages if you are not intrusive and design a meaningful experience for your audience. Our players had genuine fun while playing the game and we managed to put a smile on their faces and offer some minutes of entertainment.

Create long-term added value for the members of Liziera de Lac community, keep them engaged in the community and offer ease of mind.

A dedicated smart city & smart home app for Liziera de Lac residents. We developed a mobile application that brings all the compound facilities at residents’ fingertips. They have the possibility to pay their bills in the app, see the live schedule of the shuttle bus, give access to visitors, rent an office in the co-working space or book the basketball court for a game.

Also, via the smart home section of the app, residents can automate all functions of their home (from heating, to lightning, gardening equipment etc.) and even save on energy consumption.

Launch Liziera de Lac on the Bucharest residential market during the pandemic crisis when authorities issued restrictions on consumer events.

An integrated offline-online launch with a video mapping show as centerpiece. We started with a consumer study that revealed where does our target audience live, what’s their lifestyle and what are the key features of Liziera de Lac most preferred by them.

We selected 3 catchment areas in Bucharest and revealed Liziera de Lac at rush hour (6pm) via a video-mapping show on 3 buildings. We caught the attention of people driving back home from work, while they were stuck in traffic, with impressive lights show.

The campaign continued online, with social media (Facebook and Instagram), a digital performance campaign and a bloggers campaign featuring Mihai Vasilescu, Ionut Bunescu, Lucian Mindruta, Ionela Năstase and Mariciu.

When the context adds blockers to your idea, that’s the time to be creative and turn the blocker into an advantage. By doing the video mapping show in 3 busy areas of Bucharest we managed to reach more people, than with a classical consumer event.

Raise awareness to support house sales for Liziera de Lac

Join forces with a strong partner (eMag) to create a premiere in Romania: the first house sold on Black Friday online, paid by credit card.

First house sold in 15 minutes from the start of Black Friday event. Total reachNo houses sold as a campaign result

Research your audience and reach them on the right channels, even if they are unconventional channels, such as an e-commerce website like eMag for selling a house. Partnerships are a powerful tool if you choose your partners in line with your business’ values and vision.