The Journey of Shaping Lumi Hanoi
- Sectors Real Estate
On the journey alongside CapitaLand Development to define the identity of Lumi Hanoi, The Woodpecker Studio (TWS) transformed the language of light into a new standard of living through a well-structured Marcom campaign. Centered around the philosophy of “A Radiant Way of Living,” TWS guided the audience through an aesthetically driven journey of light, discovering unique and refined living values.
Through a consistent IMC strategy spanning from Teasing and Booming to Retaining phases, the campaign did not only help Lumi Hanoi shine brightly in the market but also touched customers’ emotions, delivering impressive results in both brand value and business performance.
Communication Strategy
To realize the “Radiant Way of Living” philosophy, TWS built a positioning strategy around the concept of “Radiant living in Western Hanoi,” developing Lumi Hanoi as a story of light – where each sub-community embodies its own lifestyle tone. Lumi Hanoi, therefore, did more than just exist in the market; it told an emotional story through a synchronized and comprehensive campaign.
Brand Story
Each subdivision of Lumi Hanoi tells a unique story, where light, amenities, and living spaces blend to create a singular emotional experience.
- Lumi Signature: Offers an active lifestyle in harmony with serenity. Inspired by the radiant spirit of dawn, it is the destination for a dynamic generation of residents with amenities that encourage a healthy lifestyle.
- Lumi Prestige: A private sanctuary leading to peace, where multi-layered security and gated spaces create absolute tranquility in the heart of the city.
- Lumi Elite: Inspired by starlight, this is the pinnacle of luxury – where nature intertwines to nurture a perfect balance of Mind, Body, and Soul.
With the tagline “Lumi Hanoi – A Radiant Way of Living,” the brand affirms a dynamic, sophisticated, and glowing living experience, where each subdivision carries its own shade, blending together to create a fulfilled life for its residents.
Marcom in Motion: Lumi through every moment
Thanks to a multi-channel IMC strategy, Lumi Hanoi quickly asserted its position in the 2024 Vietnam real estate market. Each communication channel told a part of the story, collectively guiding the viewer along the brand journey of “Light – Lifestyle – Community.”
To unveil project information and generate interest among potential customers, the Teasing phase was executed by TWS through posts on CLD’s official social media channels, alongside an OOH (Out-of-Home) system placed along routes leading to the project location in West Hanoi.
For the Booming phase, official project information was announced through the project and sub-division launch event, supported by a multi-channel system ranging from social media, PR, and radio ads to digital ads and OOH.
During the Retaining phase, TWS focused on converting leads by emphasizing the scarcity of the units via social media and digital ads, encouraging immediate booking to ensure customers do not miss the opportunity to own one of these final upscale living spaces.
Key Highlights
The campaign positioned Lumi Hanoi as one of the most notable projects in Vietnam’s real estate market, building brand credibility while delivering impressive business results.
- Communications: 9 million impressions, 4 million views on social media, over 100,000 interactions, and 40 PR articles across nearly 20 major media outlets
- Business: 99% of total apartments sold, with all 2-bedroom and 3-bedroom units fully sold, demonstrating the project’s strong appeal and remarkable success
A Radiant way of Living
The Lumi Hanoi Marcom campaign not only effectively delivered its message but also turned the philosophy of “A Radiant Way of Living” into a tangible, emotionally rich living experience. From light to living spaces to the resident community, Lumi Hanoi established a new standard of living for Western Hanoi, becoming one of the most memorable stories in Hanoi’s real estate market in 2024.
