An affordable luxury real estate project that faced a heavy competition due to over-supply of of inventory in the market. The client wanted to let people know the difference between investing in typical properties vs investing in lifestyles.
NL phased out the campaign in two parts : first, where the emphasis was to let people relate to the brand by showing stuff that reflected lifestyle that was meant for them. Second, the typical real-estate sales driving communication.
A combination of two approaches actually resulted in making something that’s considered to be hottest selling property in market conditions that have forced developers to shelve their projects.