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The Infinity
The Infinity sets new benchmark for luxury freehold condominiumssells for 60% higher than market price — 100% sold out
Challenge: To pre-sell 160 super-high-end freehold condominiums 3 years in advance at Bangkok's most expensive prices per sq m in a fiercely competitive CBD marketplace.
Strategy: By strategically naming the building 'Infinity' — a name' that would 'live forever', it created a first impression that this building would be so well built that its design and workmanship would be timeless and become a landmark property. To give clients a full experience of how their lifestyle would be enhanced by living at the Infinity, a world class presentation centre 20 was built that housed a hotel-like reception area, a media theatre that showed a Thai/English video on the Infinity building and masterplan community, 2 full-sized designer display suites, building model and an interactive presentation of the wireless and home automation services offered by AIS. Because of the high purchase price, the marketing campaign focused on the end home buyers and concentrated on unique 'by invitation only' high society lunch and dinner parties by partnering with top banks, American express, Visa and Mastercard and a specialized direct mail campaign.
The success story: With over 15 price increase and unprecedented responses worldwide, the Infinity was 100% sold out before construction commencement.
