Brand Awareness Strategy for 57 Promenade During the Pandemic
- Brand Strategy,
- Audience Mapping,
- Presentations,
- Copywriting,
- Content Planning,
- Storytelling,
- Video,
- Illustrations
The Brief
Raising Brand Awareness for 57 Promenade During the Pandemic
In the property industry, particularly in apartment development, a topping-off ceremony represents a key milestone, marking significant construction progress and the transition toward the final stage of development. PT Intiland Development Tbk., one of Indonesia’s leading property developers, was developing 57 Promenade, a premium apartment located in the heart of Jakarta.
During the COVID-19 pandemic, 57 Promenade faced the challenge of maintaining public awareness and market confidence while operating under strict health restrictions. While the project held a topping-off ceremony, the event was limited to internal stakeholders and key partners. As a result, the milestone could not be leveraged through a public,on-ground event, creating the need for alternative communication strategies to extend its reach to a wider audience and reinforce the project’s presence in the market.
Our Approach
Integrated Campaign, Digital Engagement, and Brand Awareness
In response to the limitations imposed by the COVID-19 pandemic, we developed the #LifeAt57 campaign, anchored by a public video competition themed “What You Love About Jakarta.” Designed to replace the scale and impact of a public, on-ground event, the campaign leveraged user-generated content and digital platforms to amplify the topping-off milestone of 57 Promenade beyond internal and partner audiences.
To encourage participation and ensure ease of content creation, we provided participants with a curated set of video and photo assets, along with comprehensive information about 57 Promenade. These materials enabled participants to authentically integrate the development’s story into their creative submissions while maintaining brand consistency.
Our approach encompassed the following key initiatives:
- Brand and Product Awareness
We communicated detailed information about 57 Promenade’s product offering, including its location, architectural concept, residential facilities, as well as nearby entertainment destinations and public amenities. This ensured that participants and audiences alike gained a clear understanding of the value proposition and lifestyle offered by 57 Promenade.
- Digital Marketing and Social Media Strategy
We developed a dedicated campaign landing page as the central information hub, providing clear participation guidelines and detailed campaign information. To support the campaign rollout, we produced a series of social media assets, including competition announcements and countdown content leading up to the topping-off milestone. Selected content was further amplified through Meta Ads to extend reach, drive engagement, and increase overall campaign visibility.
Our Execution
Modular Materials
The #LifeAt57 campaign was launched as a public video competition themed “What You Love About Jakarta,” encouraging participants to share original content across their social media platforms. This activation extended the topping-off milestone—originally held as an internal and partner-only event—into a public-facing campaign.
The topping-off ceremony was professionally documented, with an event video produced and published across 57 Promenade’s social media channels to communicate construction progress and reinforce market confidence. To support participation, curated brand assets and detailed project information were provided, while a dedicated landing page served as the central source for campaign details.
Campaign visibility was driven through organic social media content and supported by Meta Ads, resulting in increased public engagement and sustained awareness of 57 Promenade during the pandemic.