We were presented with a unique challenge. Creating a differentiated identity for a construction project located east of the Ayalon in Tel Aviv. We strived to assist potential buyers and investors in envisioning the breathtaking future landscape of the area, presently perceived as run-down, old and disconnected from Tel Aviv’s city center.
We created a differentiated identity through the name “East&”. We assumed ownership over the entire area and reflected the spectacular future of the region in our advertising as the future of Tel Aviv.
A brand strategy that assumes ownership over the entire region, a TV commercial that conveys the coveted future of the area, effective image billboards to instill the brand name, East&, a result-based performance campaign, as well as a minisite created for potential lead collection.
The first stage of creating the differentiated brand identity: coming up with a name that assumes ownership over the East Tel Aviv region and positions the project ahead of its competitors. The advertising focused on the promising future of the area. The campaign supported the promise by changing perceptions and attitudes, introducing the vision of a coveted future site, a polar opposite of its current image.
The first stage of creating the differentiated brand identity: coming up with a name that assumes ownership over the East Tel Aviv region and positions the project ahead of its competitors. The advertising focused on the promising future of the area. The campaign supported the promise by changing perceptions and attitudes, introducing the vision of a coveted future site, a polar opposite of its current image.
A targeted performance campaign .
A targeted performance campaign .
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