REAL HOUSEWIVES, REAL RESULTS: CENTURY HOMESHOW 2024

Campaign Overview:

Century Property Developments hosted the HomeShow in 2024 by engaging a consortium of architects, interior designers, and landscapers to construct six separate mansions from scratch at the award-winning Helderfontein Residential Estate in Dainfern. The HomeShow was used as an opportunity to showcase the latest in all things home and décor. The public was given the chance to see these mansions over two weekends and vote for their favourite.

Objectives:

  • Develop creative ways to showcase Century’s new development.
  • Position Century as an innovative property developer by highlighting the latest in home and décor trends.
  • Appeal to an affluent market to facilitate the sales.
  • Use the show to attract footfall, resulting in the purchase of land

(ranging from R1.8 million to over R3 million).

Tactics & Strategies:

  • Partnered with the “Real Housewives of Johannesburg” cast, who are synonymous with luxury lifestyle and mansions. Each cast member, along with local viral celebrity Buhle Samuels, was assigned a house matched to their personality and audience.
  • Created a series of content for each house, where the respective housewife advocated for their house, inviting fans to visit and vote for their favourite house, with the incentive of winning prizes and meeting their favourite housewife.
  • The housewives included: Mareli Bentley, Nicci Lee Watson, Buhle Samuels, Success, Mamus, and Izelle Hoffman. Additionally, Thando Thabethe provided further campaign promotion on her channels.

 

Results & Impact:

  • Leveraged relationships with TV personalities and the Housewives cast to achieve significant results within a two-week period.
  • Sold 2 houses as a direct result of the show.
  • Sold 13 stands.
  • Attracted 6,000 affluent individuals over the event period.
  • Achieved a reach of 1,019,038.
  • Garnered 751,660 video views.
  • Secured 50,907 link clicks for event RSVPs.
  • Received 26,458 likes, 872 shares, and 1,635 saves on social media.

 

This case study highlights how Century Property Developments creatively adapted their marketing strategy to engage a high-profile audience and achieve remarkable sales results, showcasing their innovation and appeal in the luxury property market.

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