22
Texas Association of Builders
January/February 2015
Featured Project
E
arlier this year, a group of models,
photographers, and bloggers engaged
in a romping pajama party in a newly
built high-rise apartment building. The
coverage of the event went viral and created
a group of ravenous consumers scrambling
to get their hands on this hot, new product.
With the waiting lists and online hype, it
might sound like the latest promotion for
an international fashion tycoon. However,
this extravaganza was actually a real estate
marketing campaign launched by TAB
member Grupo 4S for an apartment
development called Adamant.
The campaign, which took off in 2013, won
national awards for bestmarketing campaign
and has developed into a franchise project
encompassing three current buildings with
a fourth on the way. The unique approach
taken in this marketing campaign is a prime
example of how Grupo 4S is challenging
the rules of traditional marketing still
being used by a large number of real
estate groups. Choosing the right products
like highly differentiated projects allows
Grupo 4S to employ more targeted and
specialized marketing.
“We usually tend to forget the typical
marketing,” said Carlos Muñoz 4S, Chief
Innovation Officer and Partner at Grupo 4S.
“Basically, when you go online and you start
seeing the traditional marketing being used
with the prices listed next to the picture,
that’s it. What happened to the personality
and the branding?”
The Adamant project and its marketing
campaign are chock full of personality. As
a trendy living space for millennials, the
habitation focuses on the amenities and
social life millennials crave. It’s the W
Hotel meets a Manhattan loft with all the
sophistication and chic that demographic
desires. And the marketing reflects this with
sleek websites and a cool style inviting us
to feed our egos and take our place as hip,
urban citizens that are the envy of the city.
ADAMANT COMMUNITY
Local HBA Affiliation:
Rio Grande Valley HBA
Featured Project:
Adamant
Project Location:
Puebla, Querétaro, Tijuana
Architect:
mayerhasbani.com
Photographer:
elhartista
Grupo 4S - Adamant Community
By Michael Reed
