Mirax Group

The challenge

Ultima won a tender against seven other Cyprus agencies to undertake media planning and media buying for the Mirax Group Corporation, the leader in monolithic high-rise construction in Moscow and St. Petersburg. The group wanted a high-impact campaign to attract investors to their prestigious Kutuzovskaya Riviera residential development in Moscow.

Analysis

Founded in 1994, the Mirax Group specialises in residential buildings, facilities for social purposes and office real estate. It is the developer of the Federation Tower, the tallest building in Europe. The group has announced its intention to become Russia's sales leader for business and luxury class apartments and office premises by 2010. Its first campaign in Cyprus should therefore reflect the high standing of the group and its properties.

Target groups

The Mirax Group wanted to attract business class investors for this high-profile Russian development. It needed to reach the widest possible range of prospects in a short period of time (one month).

Solution

Unique selling propositions (USP)

The elite residential complex at the Kutuzovskaya Riviera site features four 30-floor towers with full residential facilities. The complex is located close to the main business artery of the capital, Kutuzov Avenue, within easy reach of the historic and cultural center of Moscow. Based on the very high level of exclusivity associated with this development, Ultima decided to develop the advertising campaign around the three USPs of prestige, prosperity and success.

Advertising campaign and communication strategy

The January 2007 campaign focused primarily on all print and outdoor media in Cyprus. Ultima made full use of the budget provided to create a significant advertising impact island-wide in the targeted media.

The month-long campaign achieved 120 exposures in the most important media in Cyprus, with high-profile billboards in all cities and airports.

This campaign drew attention as one of the most extensive of its kind to date in Cyprus.

Its successful execution was attributable to Ultima's deep knowledge of media planning, based on experience with local media.

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