Case Study: TEK Tower

IN8 DEVELOPMENTS

"TEK TOWER KITCHENER"

THE BRIEF

Minifridge has worked with IN8 Developments to launch many real estate projects, and we always face the same challenge: since the actual building will not be completed for several years, what do you show in the video, besides renderings? How do we get people to buy into TEK Tower, their latest development in Kitchener, Ontario, before it’s built?

THE Videos

The answer is to make Kitchener itself the star of the video, while also delivering a convincing sales pitch on TEK Tower in particular. In this case, our work was cut out for us. Kitchener is ‘Canada’s Silicon Valley’, with lots of young tech professionals who need a place to live, and TEK Tower is located right in the heart of the Innovation District, at the centre of the tech scene.

THE OUTCOME

TEK Tower’s launch exceeded all expectations, becoming IN8’s most successful in history. The video was the centerpiece of their launch website, which had a 23% conversion rate (3x their company average.) They received over 8,600 registrations in just 5 months, another record. They sold 80% of the building within 2 months of launching, with an average price per square foot over 20% higher than the previous market record in Kitchener. Long story short, this building was a blockbuster, and our video was partly to thank.

Social Media Versions

We cut together a shorter 30-second version. Both videos were sent to realtors and used in countless sales presentations across Ontario.

Tek Tower__Still 1
Tek Tower__Still 2
Tek Tower__Still 3

Client /

IN8 Developments

Deliverables /

1 x Full Length Video​

1 x 30 Second Spot

Services /

Creative, Production & Post

Agency /

Minifridge Media

Production Company /

Minifridge Media

Director /

Andrew Osborne

Producers/

Mariana Rossi

Andrew Osborne

Actors /

Seemab Aslam
Conor Murphy
Natalie Scagnetto
Daniel Lee

Director of Photography /

Kevin Lien

1st AC /

Renzo Sunga

Drone Operator /

Kevin Hansen

Editor /

Andrew Osborne

Assistant Editor /

Mariana Rossi

Colourist / 

Erik Bayley, Nice Shoes

Year /

2021