We are living in the age of limitless choice , the evolution of media & technology constantly inundates us with Information and presents us with choices we never knew we had
Many companies and contractors, models, and even a variety of financing options… all promising the same thing, for consumers, this has become a burden
The journey we take to make a choice has become crowded, leaving us overwhelmed by possibilities, anxious over whether we are getting the right deal, Which is reflected in our anxiety & lack of confidence in buying a house
(77% of Saudis are anxious), and Our Lack of Trust in the Real Estate Industry Or making a decision based on truly what we need.
(77% of Saudis are anxious), and Our Lack of Trust in the Real Estate Industry Or making a decision based on truly what we need.
Today, ADCO has an opportunity to play an active role in the consumers’ lives by helping them overcome this uncertainty… this anxiety
HOW?
Understanding What Values Our Consumers Look For, and understanding their mindsets
• They are the drivers of societal change and advancement “progress is not an individual effort towards modernity, but a social phenomenon one needs to be part of”
• Very low resistance to change as long as aligned with core values “Traditional practices need to adapt itself with changing times ”Adaptive change is necessary.
• Making them conscious decision makers in all aspects of their lives “I only do things which I believe in”
They are looking for Evolution, not Revolution That ONLY ADCO can lead on, delivering an innovative
an experience that is unique to ADCO ONLY, Responding to all Consumer Needs, Alleviating any uncertainty that customers face.
an experience that is unique to ADCO ONLY, Responding to all Consumer Needs, Alleviating any uncertainty that customers face.
However, our biggest challenge still remains which is to build ADCO’s credibility amongst a skeptical audience by providing a one-stop solution that… “Builds communities for All Saudis”
To Summarize:
Who we are talking to? Potential new house owners who battle uncertainty in their choice
The need we will serve? One stop solution provider
The world we’ll project? Quality, Affordability, Speed, and Financing
The Proposition we’ll develop? Building Communities for All Saudis
We start off by introducing ADCO’s corporate identity through a corporate campaign
Corporate identity
We want to create an identity that will reflect the values of ADCO.
A logo that will fit into ADCO’s Brand architecture and accompany every project as the seal of Quality.
Living in a bilingual region, it is important that we go beyond the languages
For that it was vital that we create an icon.
We were inspired by Islamic patterns (arabesques): they represent our culture and traditions.
Maps: maps provide direction and destinations, relate to the business of real estate development.
Together they form a unique iconography that will stand out in the clutter.
Logo Typeface
Collaterals
Brand Architecture
Logo Calligraphy Option
Trying to modernize our logo using a form of calligraphy, but keeping a distinct aspect to it.
Following the geometric approach.
Following the geometric approach.
To highlight ADCO’s distinctive offering and to differentiate our services from competition, we developed icons that reflect our offering.
These will be used to sign off our corporate and tactical campaigns.
These will be used to sign off our corporate and tactical campaigns.
Affordability . Financing . Speed . Quality
Corporate Campaign
Realizing your dreams requires a lot of planning.
ADCO will take care of the future for you.
ADCO will take care of the future for you.
حاضر يرسم المستقبل
Your future is planned today
This idea is very campaign-able as it uses a mnemonic to create a distinct look and feel.
The blueprints are printed on emotional elements that everyone aspires for in the future
• Our look and feel is inspired by the “blueprints” architectural plans that start any plan of building and owning a house.
• This distinct look and feel can become our signature. and our corporate blue color is inspired by that.
Print
Today, we plan to successfully grow your investments
Today, we plan to achieve your dreams
Today, we plan to to enjoy the convenience of tomorrow
Today, we plan to feel secure
Today, we plan to to build your family
Today, we plan to draw smile on your children face
Outdoor
Brochure
Online – Digital Strategy
"Successful companies do not abandon their marketing strategies in a recession, they adopt them."
John Quelch, Leading professor at the Harvard Business School
Some General Considerations leading to a Simple Conclusion
According to Gartner Inc., “as much as 70% of sales leads are not properly leveraged and fall through the cracks”
Most of the marketing budgets are spent on more in its communication efforts and less on lead generation and management resulting the number of lost leads can only dramatically increase
Online is a major player in the purchase decision cycle
• 80% of buyers use the internet for house hunting
• 30% of all properties purchased were first seen on the Internet.
Online behaviour
Purchasing on the internet
The Booz Allen survey found that approximately 50 percent of Web 2.0 users worldwide are happy to use purchasing recommendations received from friends or acquaintances on the Internet.
In the Middle East, the figure was remarkably higher - 84 percent reported gathering purchasing recommendations online. Even more tellingly, many Web 2.0 users are also willing to use recommendations on purchases from unknown members of consumer platforms – around 40 percent of users worldwide, and 34 percent of users in the Middle East.” (Booz Allen Hamilton)
Therefore we should identify different gateways to reach and communicate with decision makers
Extending the communication objectives to…
• Build awareness, excitement and establish the high value of the property
• Reach the decision makers through their aspirations and desires in order to gain a high level of awareness
• Capture their interest at key touch points and build conviction and drive conversion
• Connect with prospective buyers to triggering interest and curiosity and put the property into their consideration set.