NOVAWORLD HO TRAM
The Tropical Paradise on Earth
In 2019, Novaland Group, one of the leading property developers in Vietnam, introduced NovaWorld Ho Tram The Tropicana as their new mega-tourism luxury property. Not only did Novaland aim to drive brand awareness; they wanted this awareness to quickly get converted to leads.
Click was Novaland’s partner in achieving this bold ambition.
7x more leads than any other Novaland projects in the same segmentation, with CPL being lower by 50%.
11 villas sold
(price ranging from 300k USD to 1000k USD)
Within only 2 months into the campaign, the KPI of
had already been met.
The product was a high-value asset targeting High-net-worth Individuals (HNWIs) who have a great financial power and are privacy-conscious (thus, their data was unavailable on our database).
Our challenge was to approach this niche segmentation while simultaneously building mass awareness and converting reach into qualified leads on digital only.
Key message was adapted into hundreds of specific messages to fit as many relevant contexts as possible.
Mobile was our key
92% Vietnamese access the Internet via mobile.
Mobile is our target’s most intimate device, helping us with a more personalized approach. Moreover, we could retarget them offline via Programmatic and big data.
We utilized a mix of traditional and digital media:
TVC, OOH: TV provided up to 98% reach in urban areas (Media 2018, Kantar Worldpanel); appearing on billboards similarly gained mass awareness for the project and the brand.
Digital: The key platform that allowed us to reach over 80% of our target and track performance for retargeting and optimization via Programmatic.