Together with the BETTER agency (former BETTER MARKETING agency), we won the Phoenix Award in the main category Brand – Branding with the project “Nová Zbrojovka: A strong brand that grows with the city.” At the same time, CPI Property Group took first place in the Brand – Real Estate category as Brand of the Year. This is the main category and award for the CPI Property Group portfolio.
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| CPI Property Group won two gold awards at this year's 12th annual Phoenix Awards |
"For us, this win confirms that Nová Zbrojovka is not just an ambitious project, but also a brand that resonates with people and is growing along with Brno. Just as we pride ourselves on a quality brand, the Nová Zbrojovka project itself, which is the largest development project in Brno, is also of high quality. And that is exactly how we will continue to build it," says Miroslav Pekník, Director of Development at Nová Zbrojovka.
How was the winning branding created?
During the collaboration between Nová Zbrojovka's marketers and Better's creatives, a complete set of tools was created that took the brand to the next level:
- communication strategy with a creative concept
- new visual identity
- names and logos for residential project sub-brands
- a marketing strategy proposal, which the internal team is developing in detail (and on an ongoing basis)
The Better agency helped Nová Zbrojovka coordinate the growth of the brand with the first residential projects. We appreciate that they built on the original Nová Zbrojovka brand and visuals and were able to sensitively complement and expand them. At the same time, they anchored and specifically named our established communication strategy and created a creative concept that we are continuing to build on in other activities.
Of course, our internal marketing team, which works daily on public communication, is no less important. "It was important for us to establish close cooperation with external partners. Thanks to their daily work, we have an overview of the settings of performance campaigns, their optimization, and results. We also know how to work with them further—because these are the important numbers that lead to sales. I am proud of how much we can effectively cover with a small team. Thanks to them, Nová Zbrojovka is growing and is a strong brand," says Veronika Jílková, Social Media Manager at Nová Zbrojovka, describing the collaboration.
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The winning team from Nová Zbrojovka and BETTER in Brno | Creatives from the BETTER agency receive 1st prize at the Phoenix Awards |
Claims that Brno knows well
The result of the collaboration between the two teams includes key communication claims that Brno residents often encounter – on billboards, in online advertisements, on Brno's tram system, and in all other offline materials. These include, for example:
- Nová Zbrojovka – The neighborhood where you want to live
- Nová Zbrojovka – The place where you want to live
- Nová Zbrojovka – The neighborhood where you want to do business
- Nová Zbrojovka – It was, is, and will be yours
- You and your new home
- and many others based on the “You & Yours” concept
And the result? 30% of units were reserved during the first six months of the campaign. Interest in the sale and rental of apartments and commercial and office space is growing rapidly.
"Communication at Nová Zbrojovka naturally includes many other activities that ultimately make up the entire brand. For example, regular events that connect the online world with the real world. And where, thanks to meetings with our neighbors, future residents, fans, and regular visitors to our neighborhood, we are building not only a brand but also a community that is crucial for Nová Zbrojovka and its future," adds Jílková.
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| Golden Phoenix statuette | The atmosphere at the gala evening at SaSaZu in Prague |
The Fénix Awards are the most prestigious awards in Czechia for companies, brands, and now also media outlets. The winners are selected by more than a hundred judges from the industry. At this year's awards ceremony, big names such as Volvo, Air Bank a.s., ČSOB a.s., Tesco, Česká spořitelna a.s., Sazka, Plzeňský Prazdroj a.s., dm drogerie markt, Rolls-Royce, as well as Nová Zbrojovka tenant Aero Vodochody and its future client E.ON. Congratulations also go to our colleagues from the CPI Property Group team at IGY Centrum České Budějovice, who took first place in the industry categories Best Corporate Event of the Year – Retail and Best Content Marketing Strategy – Retail!
