Hladina is a visionary development project. When it came time to launch the apartment sales campaign, the site was still occupied by an ageing hotel. All we had were architectural renderings, and the challenge was clear: how do we showcase the future resort’s full potential and, even more importantly, connect it with the right emotional appeal? We began developing the website alongside creating test campaign visuals, which we used to trial different messages. The goal was to go beyond a simple introduction to the building. We designed an interactive platform where users could explore floor plans and select specific apartments. The main challenge of the campaign was precise targeting. We weren’t looking for general investors; we wanted individuals drawn to luxury and the allure of Slapy. With a goal of selling 40% of the apartments in three months, it was vital to confirm our audience targeting and refine our messaging.

After careful consideration, we and the client decided to launch the campaign entirely digitally—no billboards, magazines, or citylights. This approach worked exceptionally well for us, thanks to an early testing phase and a strong peak at the campaign’s start, ensuring excellent visibility within the target audience. We launched a series of Meta ads to test two approaches: investment-focused messaging versus emotionally driven appeals. For instance, would potential buyers be more influenced by projected annual returns (since unoccupied apartments could be rented out to keep the resort lively) or by the lifestyle and emotional fulfilment that ownership at Slapy would bring? The results were unequivocal: emotional appeals significantly outperformed analytical, numbers-driven messaging. We leveraged our audience targeting insights to enhance the main campaign by introducing new advertising channels and activities, ensuring a more holistic promotion for the entire project. This included adding Google Search and Demand Gen campaigns, while also launching a branding campaign on Meta and Sklik to amplify the performance-driven elements of the campaign.

In April 2024, we launched the test campaign, ramping it up gradually before pausing at the end of the month. In May, the full campaign launched with a dramatic spike in activity. Thanks to our sales goal's rapid achievement, we scaled back the campaign incrementally. We kept the campaign running to maintain a strong awareness of the Hladina project. Over the summer, our focus shifted towards brand building rather than aggressively driving form submissions. Despite this softer approach, Hladina captured such remarkable attention that by the end of summer 2024, we concluded our campaign with 60% of the resort already sold. Around the same time, the project secured its building permit, and we’re eagerly anticipating the day we can visit the completed resort.