Market test Rocket Implenia

Can we integrate future residents into the development process and identify and implement the right combination of target groups and building elements?

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The result of our collaboration is a sharpened value proposition for the tallest building in Winterthur's Lokstadt. Implenia was thus able to identify the residential elements that are most in demand in this extraordinary high-rise building. At the same time, the involvement of the sales department ensured that interested parties were directly supported in a co-creation process.

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We got in touch with hundreds of future residents five years before they moved in. This allowed Implenia to decide which apartments would be built, how they would be furnished and who the future residents would be. In this way, the newly created housing offer will meet the needs of the users.

Thanks to co-creation, the connection between the offer and the residents is made possible years before they move into the property. In a cross-functional team, we first developed the positioning and value proposition of the residential high-rise. These served as the basis for the design of floor plans and 3D visualizations as well as the creation of the website.

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To activate interested parties, we ran ad campaigns on social media. The qualification of leads is central to a market test. That's why we built in a relatively high hurdle to be able to register in the first place, but data alone does not tell a story. In order to be able to make relevant recommendations, we also conducted qualitative interviews with interested parties.

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Project overview:

1. develop a value proposition

2. floor plans and visualizations

3. create website

4. ad campaign and customer survey

5. customer interviews

6. data analysis and recommendations

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"We want to get in touch with our future customers as early as possible so that we can continuously take their living needs into account in the planning process."

Stefan Verling - Project Developer at Implenia

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Implenia is Switzerland's leading construction and real estate services company with significant activities in building construction and civil engineering in Switzerland, Germany and Austria, as well as a strong position in the infrastructure sector in all its home markets: Switzerland, Germany, Austria, France, Sweden and Norway.

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