Discover how, in just three months, we helped sell 50% of the planned luxury resort on the shores of Reservoir Slapy.

Close your eyes. You're standing on a spacious terrace surrounded by lush greenery. Through the tall pines on a sandy beach, sunlight dances off the shimmering water, reaching your gaze. Just a few floors below, you can take a swim in the heated indoor pool, unwind in the sauna or hot tub, and finish your day in a top-tier restaurant that's open year-round.

This isn’t a cliché—it’s Hladina, a luxury apartment complex rising just 40 minutes from Prague. With an ambitious goal of selling 40% of the apartments exclusively online within three months, we made it happen.

"After careful consideration, we and the client decided to launch the campaign entirely digitally—no billboards, magazines, or citylights. This approach worked exceptionally well for us, thanks to an early testing phase and a strong peak at the campaign’s start, ensuring excellent visibility within the target audience."

— Lukáš Obdržálek, Project Lead, co-founder of Digital Ant —

Showcasing the Future Before It Exists

Hladina is a visionary development project. When it came time to launch the apartment sales campaign, the site was still occupied by an ageing hotel. All we had were architectural renderings, and the challenge was clear: how do we showcase the future resort’s full potential and, even more importantly, connect it with the right emotional appeal? .

We began developing the website alongside creating test campaign visuals, which we used to trial different messages. The goal was to go beyond a simple introduction to the building. We designed an interactive platform where users could explore floor plans and select specific apartments.

Don’t Have the Website Yet? Time for a Test Campaign

The main challenge of the campaign was precise targeting. We weren’t looking for general investors; we wanted individuals drawn to luxury and the allure of Slapy. With a goal of selling 40% of the apartments in three months, it was vital to confirm our audience targeting and refine our messaging.

Turning Insights into a Winning Campaign

The test campaign revealed more than just the power of emotional messaging over financial appeals. Simple video content—like a slow-motion shot of a boat gliding over rippling water—also performed much better than static visuals. .

Perhaps most importantly, the test phase generated nearly 500 qualified leads. In exchange for their contact information, we offered early access to the apartment selection process once the website was complete.

We leveraged our audience targeting insights to enhance the main campaign by introducing new advertising channels and activities, ensuring a more holistic promotion for the entire project. This included adding Google Search and Demand Gen campaigns, while also launching a branding campaign on Meta and Sklik to amplify the performance-driven elements of the campaign.

Stirring the Waters: Exceptional Results

The foundation of our success in generating high-quality leads for clients lies in testing diverse approaches, maintaining meticulous reporting, and swiftly adapting to results. This case demonstrated that our strategy excels even in an unexpected category like luxury real estate sales.

Undoubtedly, the unique nature of the project our client is developing at Slapy significantly contributed to the outcome. However, we believe the rapid achievement of our goal was largely thanks to a comprehensive initial market and competitor analysis, coupled with strategic testing of methods and creative solutions.

In April 2024, we launched the test campaign, ramping it up gradually before pausing at the end of the month. In May, the full campaign launched with a dramatic spike in activity. Thanks to our sales goal's rapid achievement, we scaled back the campaign incrementally.

We kept the campaign running to maintain a strong awareness of the Hladina project. Over the summer, our focus shifted towards brand building rather than aggressively driving form submissions. Despite this softer approach, Hladina captured such remarkable attention that by the end of summer 2024, we concluded our campaign with 60% of the resort already sold. Around the same time, the project secured its building permit, and we’re eagerly anticipating the day we can visit the completed resort.

Want to achieve ambitious goals? It all starts with preparation. Testing different messages, visuals, and tones of voice proved invaluable. By the time the full campaign launched, everything fit together seamlessly. The hundreds of hours spent on market analysis, creative development, and strategy paid off.

— Pavla Čapková, co-founder CAPEK&CO., co-owner of Hladina —

What does PPC specialist Bára say about this experience?

"This was my first project in the real estate sector where we could implement a truly comprehensive approach—creating everything from the website to the campaign creatives. I was genuinely thrilled by how successful the first month turned out to be.

Seeing how all the pieces gradually came together was incredibly rewarding, making the countless hours spent fine-tuning targeting, optimizing the website, and perfecting the creatives completely worthwhile. A significant factor in this success was the client’s open-minded attitude and willingness—both financially and timewise—to launch a test campaign ahead of the main one.

Some might view test campaigns as risky, thinking of them as money down the drain. But once again, my experience with Hladina confirmed just how valuable they can be. A well-executed test campaign provides crucial insights, enabling us to design a stronger, more impactful main campaign with greater confidence and higher investment.

To me, a test campaign is like comprehensive market research—something every new service or product launch should ideally be based on. Unfortunately, not all clients conduct this research beforehand, which can lead to unmet expectations and disappointment when results fall short."