Giving Kinshasa's most prestigious address a name, a face, and a launch, in two months.
Client overview
MCC Realty has spent 16 years building homes across markets, the kind of track record that earns trust before a single unit is shown to a buyer. The King Tower is its most ambitious project yet: a 28-storey residence rising in Gombe, the district that already holds Kinshasa's diplomatic missions, global businesses, and financial institutions. The building had to earn its place in that company.
MCC Realty brought Nine Degree the building itself and handed us the mandate to build everything the market would see around it, the name, the identity, the story, the launch, conceived and shipped in two months.
Project overview
A tower in Gombe has neighbors like the Congo Trade Center and foreign missions. Standing out there takes more than a good address.
- A full mandate. MCC Realty gave Nine Degree the building, 28 floors, 207 residences, and asked us to build everything around it: the name, the identity, the story a buyer or broker would carry forward.
- New territory. Kinshasa's skyline hadn't found its defining address yet, so there was no local playbook to follow. Every choice had to set the standard for what comes next.
- A tight runway. Sixty days to take the project from a blank page to a public launch, with every asset conceived, built, and live inside that window.
Nine Degree built the project identity and set the positioning line that would carry through every asset. The story tied the building to its address on Avenue Wagenya, steps from the Congo Trade Center and Gare Centrale, with a view that takes in both the Congo River and the Kinshasa skyline, the argument for why this building belongs exactly where it stands.
This was followed by the collateral:
- Full 3D visualization of the tower, its residences, and its amenities, including the rooftop garden, infinity pool, and sky lounge.
- 3D Walkthrough that lets a buyer experience the space before it exists.
- A brochure that gave more power to the architecture of the building and presented it as a statement choice.
AI-powered content, built for launch speed
The two-month runway called for AI video production to showcase what will be built in the future. Nine Degree delivered a full slate of launch content, including a one-minute AI-powered launch film and four to five AI-generated campaign videos, at a speed traditional production couldn't match.
A launch built around Fally Ipupa
Nine Degree structured the MCC x Fally Ipupa partnership as the spine of the launch. The line said it clearly: there is only one, this is the one. A dedicated partnership announcement film introduced the association first, giving the market a reason to pay attention before the campaign asked anything of them.
The launch event and campaign
Nine Degree led creative direction and event design for The King Tower's launch, then built the campaign strategy, content, and design around it. Event and campaign ran as one story, sharing the same direction, message, and timing.
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Multi-channel campaigns
- Ethiopian Airlines was chosen as the strategic placement partner owing to its global connectivity and positioning.
- Campaign across Instagram, TikTok, and other social networks, matched to where each audience actually spends time.
- A dedicated landing page built to turn campaign traffic into qualified leads.
- Ongoing social content to keep the project visible between campaign bursts.
- Outdoor and print advertising to build presence beyond digital.
- A podcast conversation with Harish Jagtani, hosted by Ashwani Mohan, bringing a founder-led voice into the launch story.
- Site branding to carry the identity through to the physical space itself.
Impact
The campaign resulted in qualified leads, global reach and impressions, and a benchmark launch. A complete brand, identity, and launch campaign, conceived and shipped in two months. AI-powered production kept content volume high without slowing the timeline down.
