Switzerland's first real estate marketing via app
Matchcom is designing an extraordinary campaign for the Vulcano residential complex. At the heart of the campaign is an app that allows prospective buyers to access all the information about the new real estate complexes in Zurich Altstetten.
Three new residential towers rise into the sky next to Altstetten train station. Vulcano is the name of the urban residential and commercial building, which from November will provide around 300 stylish rental apartments, including business apartments, a city hotel and other stores, restaurants and wellness facilities with many amenities.
Zurich-based agency Matchcom, which has made a name for itself in real estate communications through its market knowledge and unconventional marketing campaigns, has been responsible for Vulcano's communications budget since the end of 2016. "A novelty in real estate communication is definitely the main marketing via a mobile app," says Roland Sennhauser, Matchcom co-owner and project manager. "To bundle all the information, impressions and interactions exclusively on a native app, which after all has to be downloaded for the first time, took some courage. But a self-confident project like this simply strides towards new conventions. Everything fit together: The self-confident architecture, the progressive brand positioning, the urban usage concepts, and ultimately the trust of the ownership and the marketer Immoveris," Sennhauser continues.
By downloading the Vulcano app, prospective buyers have everything in front of their eyes: the project, the visualized apartments, 3D panoramic images, the smarthome technology, and competitions - and most importantly, an intuitive apartment finder with ongoing updates on availability and immediate reservation or contact options. Another highlight is a fully furnished model apartment in two build-out lines - including gorgeous sweeping views in all directions. "We have recreated a fully furnished, fully materialized and functional apartment in the nearby Baslerpark," says Ursula Huwiler, Senior Advisor Letting at Immoveris and responsible for marketing Vulcano. "The illusion is perfect - you almost can't tell the virtual windows from real ones. We are currently being inundated with inquiries, reservations and viewings. And interest is increasing rapidly. More than 1,000 interested parties have already downloaded the app, and around 70 apartments have been reserved," says Huwiler.
Digital performance campaigns will start soon and further fuel demand.
Responsible at Immoveris: Ursula Huwiler. Responsible at Match Communications: Roland Sennhauser, Christian Staub.
