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
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.
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