Practica
Рекламное агентство
domofond_gr.jpg

Domofond

Branding
Strategy


Strategy

There is no leader at the real estate ads market in Russia.  Each vast region has its own leaders; to be mentioned, some of them are better in leasing, others in buying and selling.

The new real estate website launched in 2014, offers its clients the new level of usability, accurance and reliability. It uses the new range system: the more detailed an ad is (more images and data about the place, the exact address), the earlier it is put in a range of ads.

We have decided this sort of attention to the ads quality and volition for systemizing and arranging the real estate market have to be reflected in the name and principles of the new brand.


11.jpg

Branding

Finding a free domain for a website is uneasy so the latest startups got themselves composite names such as idinaidi.ru or mirkvartir.ru (from the Russian equivalents of the phrases “go find” and “the world of flats”).

We have decided to find a name that is easy to understand and to memorize. The interviews with the focus groups showed that the name “Domofond” combines the simplicity with reliability and the scale.

The symbol chosen for the brand name is linked to a bookmark image and is well used within the website and digital area.



“…the symbol chosen
for the brand name
is linked to a bookmark image
and is well used within the website
and digital area…”



In 2016 Domofond
became the #1 website
in Russian real estate field


As the audience is of wide variety the new communication has to target both younger and older generation. We decided to show one story for both audiences instead of making one for each. The idea is that both family generations live in the same apartment. The parents decide to look for a new apartment for them not to make the young couple feel uncomfortable. But what they don’t know is that the young couple decides to do the same…

Same story but showed from different angles – the parents’ viewpoint and the youngsters’. The product is integrated into the story – we show the well-known features (such as encircling the district on the map) along with the new ones – reviews by the residents of the district.

The campaign includes both TV and radio commercials.



«…Same story but showed from different
angles – the parents’ viewpoint
and the youngsters’. The product is integrated
into the story – we show the well-known
features along with the new ones –
reviews by the residents of the district…»

 
Russian | English