“People don’t buy square meters — they buy a lifestyle,” Victoria Blokhina, Licensing and Promo Department, GPM Ads

Emotional marketing is still one of the most effective tools for brand promotion, across the board, including real estate. This idea was announced by Victoria Blokhina, Head of the Licensing and Promo Marketing Department, GPM Ads (the Gazprom-Media Holding sales house), at the Dvizhenie developer forum on June 26.

A study by the Russian Public Opinion Research Center (VCIOM) found that 52% of buyers make purchase decisions based on emotional factors. People don’t just purchase square meters; they are choosing a lifestyle, an atmosphere, and the associated emotions. One of the most effective tools of emotional marketing that taps into these consumer motivations is licensed collaborations with media brands.

Ipsos Trend Vision 2025 data shows that consumers view collaborations as an opportunity to learn more about a new brand (64%) and to access unique products or services (59%). It is exactly this audience who watches TV content every day, forming deep emotional bonds with media brands. Using licenses for popular movies, shows, and series within 360° advertising campaigns, branding and promotions provides access to a loyal audience, boosts brand awareness, and helps companies stand out from competitors.

In real estate development, franchises that meet the primary needs of the target audience are particularly effective. These needs include validation from experts, trust in brand quality, aesthetic satisfaction from the interaction, and creating comfort, harmony and peace. Equally important are feelings of premium value and exclusivity delivered via positive communication. Recognizable TV content attributes in the form of visual sequences, character imagery, and clear storytelling in promoting products or services address these consumer motivations and strengthen the brand message.