Real-Time Pre-Sale Advertising with XR Adoption... Comway Blue Drives Innovation

- Integration of Online and Video Platforms Accelerates Paradigm Shift in Real Estate Advertising
- Proven in Retail Spaces, First Applied to Apartments: 'Jungheung S-Class Hiltheforet' Surpasses 288,000 Views

A new wave is sweeping through the housing advertisement market. Advertising agency Comway Blue is leading the industry by introducing real-time model house broadcasts utilizing XR (Extended Reality) technology. By going beyond simple promotion to create an interactive residential experience for consumers, the company is being credited with ushering in a new era of housing advertisements.

Comway Blue has established itself as a 'game changer' in the real estate advertising industry by being the first in the sector to actively incorporate XR technology into live housing broadcasts, at a time when advertising trends are rapidly shifting from ATL (Above The Line) to online and video platforms.

The first application of this technology was at the commercial facilities within the 'Lotte Castle Skyel' complex in Wondang District 4 and the 'Huigyeong Xi Decentia' retail space in Huigyeong District 3. These projects were well received for their differentiated content, and based on this success, the technology was applied for the first time to an apartment pre-sale advertisement at 'Jungheung S-Class Hiltheforet' in Gyo-mun-dong, Guri City.

Jungheung S-Class Hiltheforet is a complex supplied through the redevelopment project of Strawberry Field District 2, consisting of 22 buildings with a total of 1,096 units across 4 basement levels and 15 above-ground floors. Of these, 637 units with exclusive areas of 59 and 84 square meters are being offered for general sale.

The real-time live broadcast held from 11:00 a.m. to 12:00 p.m. on Thursday, September 25, recorded 288,000 views, with a peak concurrent audience of 237. The broadcast went beyond a simple unit introduction, using XR technology to vividly present the complex’s scenery, landscaping, natural lighting, and available options, thereby providing a three-dimensional representation of the actual living environment. As a result, viewers could enjoy an immersive residential experience without having to visit the site in person.

Additionally, real-time comment interactions allowed immediate responses to potential buyers’ questions. The broadcast featured Kim Inman, Director of the Real Estate Economics Research Institute, and a professional announcer, who provided explanations and analysis to further enhance credibility.

The industry views this initiative as more than just a one-off event, expecting it to become a significant turning point in the pre-sale market. An industry insider commented, "Real-time XR broadcasting will become a new communication channel between consumers and brands, going beyond advertising," adding, "It is highly likely that this will quickly spread to the pre-sale marketing strategies of construction companies."

A representative from Comway Blue stated, "Real-time model house broadcasts utilizing XR technology provide consumers with a new residential experience while effectively showcasing the strengths of a complex," and emphasized, "Starting with Jungheung S-Class Hiltheforet, we aim to set a new trend in the pre-sale market."

The live pre-sale broadcast can be rewatched on the Jungheung S-Class Hiltheforet website.

This content was produced with the assistance of AI translation services.