Tempting fruit in the advertising campaign for the Club House on Fruktovaya

“Talan” is a nationwide real estate developer operating in 14 Russian cities. The company’s project in Izhevsk is the first club-format residence in the city and a continuation of its course towards raising the standard of the properties it builds.

The project’s target audience is the affluent segment of Izhevsk entrepreneurs who are looking for an apartment that meets their demand for modern solutions, comfort for the family and a dignified environment. These are people of a new generation, with an ironic outlook on life and no fixation on the standard trappings of status. They see themselves as trendsetters rather than followers. For them, stock images of successful businessmen and “la dolce vita” are an unequivocal turn-off. Our audience is looking for an unconventional take on the established approach to business-class advertising, so that it truly feels like their own.

The urban environment of Izhevsk often lacks bright accents and the colours of life. The image of appetising fruit is not just a creative device, but also a way to make the name “Club House on Fruktovaya” more memorable. The main message is to make the residential complex stand out from the rest – juicier and more interesting – while telling buyers about its functional advantages: green grounds, a private embankment and comprehensive video surveillance. “Club House on Fruktovaya” – quite a fruit!