The Product

The Pearls of Umhlanga is KwaZulu-Natal’s most exceptional residential resort, offering luxury studio, 1, 2 3 and 4-bedroom apartments and penthouses. Pearl Sky is the third tower, and the fifth and final stage of the prestigious development that is located in the heart of Umhlanga.

The Brief

Rainmaker Marketing was tasked to implement a strategy and create marketing material that not only portrayed the exclusivity and luxury of The Pearls of Umhlanga brand, but that fulfilled a very specific campaign, which was to create a ‘fear of missing out’ (FOMO) and encourage people to register their interest to attend a sales event.

The Execution

As a result of a very specific ‘call to action’ campaign, which included digital emailers, mobile billboards, print advertising, public relations and flyer distribution, the launch of Pearl Sky resulted in being the most successful property development launch in the country’s history, achieving a 90% sell-out on launch day.

  • - 4800 launch registrations
  • - R1.2 billion in sales on launch day
  • - In excess of R1.2 million in free editorial exposure
  • - 9200 Facebook likes prior to launch and a monthly average social media reach of 700 000 people.