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As the COVID-19 pandemic put Filipinos’ lives on hold, everyone became anxious about the future, especially the dangers and obstacles that could just happen at a moment’s notice. That made everyone afraid to push through with long term plans, including investing in real estate.
Avida aimed to challenge this threat. As one of the residential brands of Ayala Land, the Philippines’ leading developer of sustainable estates offering a diverse mix of quality residential and commercial developments that support local economic growth, Avida sought to ease people’s worries and inspire them to purchase real estate during the time of COVID-19.
So, as restrictions relaxed, and new uncertainties surfaced, we knew people needed to face what’s next with the right home: sensibly priced, secure and safe, and a sure investment.
Introducing “Your Next Best Move”, a call for future homeowners to seize every possibility thanks to a special space.
A space that makes it easy for us to start the next phase of our life, a space that will keep us safe to try our next adventure, a space that gives us peace of mind to go for what’s next. A space in Avida to call home, and make YOUR NEXT BEST MOVE.
To ensure our customers feel our commitment to help with their Next Best Move, we had to be present throughout the usual 11 to 27 months it takes for real estate transactions to close, from Awareness, to Engagement, to Consideration. Touchpoints included platforms in social, news, and lifestyle websites where people were most likely to research or brainstorm on a dream home, a perfect opportunity to nudge them towards their Next Best Move.
We also segmented our primary target market into three - single yuppies, couples, and early nesters (OFWs) in order to address the unique needs of each based on making their Next Best Move.
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