Elzė

A real estate project in Vilnius, Lithuania that we launched as a mystery by Omberg Group.

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Elzė

A real estate project in Vilnius, Lithuania that we launched as a mystery by Omberg Group.

Back

OMBERG Group had just locked in their plans for a new residential project in Vilnius and wanted to build anticipation before the commercial release. The project had barely broken ground - no renders, nothing finished to show.

This was a big challenge. Imagine selling a t-shirt to a person, without him knowing what size it is, what color it is and what it's made of.

Our Strategy

We built the entire campaign around the name - Elze, a widely used name in Lithuania. Giant posters went up across the city and onto social media carrying a single question: Who is Elze? just the question, a QR code, and an incentive to guess correctly and win a prize. Because we weren't selling anything yet, we ran the ads at minimal cost - the goal was brand recognition. With huge traffic, we pilled in thousands of answers and data.

Armed with that data, we built a retargeting campaign for the grand reveal - this time with a clear message, aimed at an audience already primed to care. When Elze turned out to be a residential development unlike anything else in Vilnius, it landed. Leads came in, the project started to sell - and the foundation hadn't even been poured yet.

The Results