Building happiness with BI GROUP
image campaign
BI GROUP is the No. 1 construction holding and developer in Central Asia. It has been building systematically and reliably for over 29 years. And since 2022, it has also been helping rebuild damaged Ukrainian cities.
We had to create an image and a tone of voice that would introduce BI Group in a new way, for the long run. So we set three main tasks: remind Kazakhstan of its leadership, tell Uzbekistan about it, and stand out from the competition.
“Live happily” was the message the company was sending
The common denominator was happiness, but it was more of a vague idea. We looked at how exactly the company makes people happy and ended up with a long list of values, goals and unique offers.
Green zones, kindergartens and schools, new tech, service robots, care, responsibility and reliability. When there’s that much good stuff, it needs the right structure.
Green zones, kindergartens and schools, new tech, service robots, care, responsibility and reliability. When there’s that much good stuff, it needs the right structure.
So instead of talking about how great BI GROUP is, we talked about the great things it can offer the client.
We broke happiness down into specific products so the image would sound more convincing.
Then we picked the most important ones and wrapped them into a new slogan. One that shows happiness isn’t somewhere far away someday. It’s here and now, at BI GROUP.
Then we picked the most important ones and wrapped them into a new slogan. One that shows happiness isn’t somewhere far away someday. It’s here and now, at BI GROUP.
It used to be “Live Happily”. Now it’s “Everything for Happiness”.
The slogan works both for the image and for specific products.
With the strategy nailed down, we moved on to the campaign.
How do you talk about happiness without first figuring out what it even is?
We interviewed the team, broke happiness down into atoms, went through a small existential crisis and realized: nobody knows what it is.
How do you talk about happiness without first figuring out what it even is?
We interviewed the team, broke happiness down into atoms, went through a small existential crisis and realized: nobody knows what it is.
That became the campaign’s main message.
“We don’t know what happiness means to you, but we do everything so you find it with us”
And since happiness is different for everyone, we spoke to several audience groups at once, in four videos. We covered innovation, safety, places to relax, kids’ play hubs, greenery and even liquidity.
Whoever you are and whatever happiness means to you, you can find it at BI GROUP.
