Gallery

PUREBLINK
EMPIRE COMMUNITIES

www.empireavalon.me
Title " My Avalon Experience"

Personalized Interactive Video / Social Media Campaign

In today’s incredibly competitive housing market, how do you build a truly engaged online community? And how do you tell the story of a real estate development from a personal perspective?

Our approach? Radical.

For our latest Empire Communities project, we decided to try something unique and completely innovative. We wanted to create something that had never been done before and make it legitimately buzz-worthy. So North America’s first-ever personalized social media campaign for Real Estate was born.

Users signed in through their Facebook account and answered a short series of lifestyle questions. Not only did this render a potential buyer database, it allowed us to create a customized, bespoke video for each viewer.

Our creative team came up with a complex matrix of possible scenes, which they drafted, produced and composed. The result was a video with hundreds of possible combinations—each one tailored and one of a kind. In the end, we weren’t telling a story, we were giving users a glimpse into their future life living in an Avalon Community.

Our creatives were challenged with writing a script that looked more like a roadmap than a story and our technology team was tasked with showing off the homes and amenities of a community that had not yet been built. They meticulously created every house, path, trail and facility using the magic of VFX and 3D animation.

When the videos were ready, the results were so convincing that viewers were ready to move in, completely unaware that the houses hadn’t even been built yet!

We transformed our audience from potential buyers to brand advocates by allowing them to star in their own video—something they’d never done before—and share it with the world. In only 4 months, the campaign achieved over 30,000 views, 2,500 unique registered users and around 4,000 unique videos were published. Which proves, when you engage people on a personal level, and give them an eye-catching story, the sky’s the limit.