
Challenge | Instant Access Properties is the UK’s leading provider of off-plan property. New to Hong Kong they need to launch in Hong Kong to a highly financially literate & cynical market where the product was completely unknown. The task was educate the market about the benefits of the product and produce lead-generating advertising that supported the sales teams’ efforts |
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Action | SBC oversaw & executed all marketing activities, producing a marketing strategy & marketing plan to effectively launch the product in Hong Kong. We controlled a HKD2m media budget working closely with the UK HQ, and local Direct Marketing, PR, internet, media and creative agencies to create a measurable, winning launch strategy and launch campaign making use of national press, terrestrial TV, online advertising and DM. |
Results | The Instant Access Properties brand was successfully launched into the Hong Kong market. We created rapid product awareness via a national TV, Print & Outdoor advertising campaign, ongoing lead generation via Direct Marketing & Digital Marketing and online media buying activities. 2 months after launch Instant Access Properties had signed up over 30 paid members (HKD15,000 per member) and over 100 people had attended their introductory workshop. Given the ‘big-ticket’ nature of the product, i.e. property, this is an excellent result. |