Samolet. Without adventures

Samolet Group, one of Europe’s largest housing developers, wanted first-time buyers to trust it with their future. Those buyers don’t know the market, don’t understand the process and fear being cheated. Every developer says “reliable”. We had no hard proof to say it better, so reliability had to become the viewer’s own conclusion.

Construction that never ends. The promised park that never appears. The terrible renovation. The manager you can’t reach. We didn’t argue with these stories. We staged them, one after another, and let the viewer notice that none of them belongs to Samolet. Reliability became an absence.

The film follows a couple through the legends: a toy construction site wrapped in cobwebs, park trees that turn out to be actors and walk away, a wave of parquet, a giant manager’s legs. Then a blue door opens onto a real, warm flat. Directed by Zhenya Onegina with Stereotactic, shot on 35 mm with practical effects.

Online, a landing page in the form of a messenger chat set buyers’ questions against Samolet’s answers in facts.

From May 2021 the campaign ran on TV, online video and digital. The 42-second film has passed 8 million views on Samolet’s YouTube channel, and three 20-second cuts added 4.6 million more. In May and June 2021 the campaign reached 23% more people than planned, at a cost per view 20% below plan.

“We have made the most significant, most nerve-racking purchase in a person’s life a journey without surprises or adventures.” — Roman Abdullin, Marketing and Advertising Director, Samolet Group

Selling trust with no hard fact to show for it? Start with what people fear. Tell us about your task. More for Samolet: New dreams, the film before this one, and Epic annual report, made a month later.