V+O Group | SEC Newgate
When the pandemic forced an abrupt shift away from traditional communication, Deka Inženjering faced a dual challenge: transitioning all PR activity to digital channels with no prior experience in digital communication, while simultaneously launching and driving sales for Novi Dorćol — a new luxury residential-commercial complex in one of Belgrade’s most storied neighborhoods. Building credibility, awareness, and commercial momentum in an entirely unfamiliar environment, from a standing start, demanded a strategy that was both robust and agile.
V+O designed a comprehensive digital strategy built around a single objective: establishing Novi Dorćol as a premium urban living destination and converting awareness into sales. The approach covered the full digital ecosystem — from developing content for the Novi Dorćol website and a dedicated sales-focused landing page, to launching a Google Ads awareness campaign, building and managing LinkedIn communication with relevant target audiences, and opening and growing the brand’s presence on Facebook and Instagram. Each channel was activated with purpose-built content, tailored to its audience and its role in the buyer journey. The overall communication framework consistently positioned Novi Dorćol not simply as a property, but as a contemporary vision of urban living.
Over the course of one year, the campaign delivered results that far exceeded a first-time digital entry. The campaign generated 76 million impressions and 250,000 clicks on Google Ads banners, driving 180,000 visits to the website — all achieved at a low average cost per click. Phone and email inquiries for property purchases grew significantly, reflecting strong conversion along the sales funnel. Most tellingly, the campaign contributed indirectly to a 30% increase in sales, while substantially raising brand awareness for both Novi Dorćol and Deka Inženjering in the digital space.
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