A Peep Into The Heavens: Skyview

Products: Budget housing In Bengaluru

Brief: Lifting Indya Estates from stagnation in the real estate sector

ClientIndya Estates, BengaluruServicesLaunch CampaignYear2016

The Approach: Indian real estate scenario was experiencing a massive slump across residential and commercial zones. Happily, budget homes category had some potential. The exercise was on how to attract the buyer. Since Indya Estate had major properties across Bengaluru in budget housing, it was decided to launch a campaign addressing the mass consumer market. Through adroit marketing and communication skills.

Project Skyview, located at Devanahalli, Bangalore (close to the International Airport) offered affordable housing options with luxury amenities. Primary target consumers for Skyview were middle class married professionals, on the lookout for affordable homes to accommodate their growing family.

An in depth research revealed that real estate communication had been done to death. Almost every ad had dreary visuals of a building, landscape and specification jargon. The Ad campaign was sufficiently injected with rational and emotional tangents with simple messaging and outstanding branding. Strategically, we choose the theme #HomeForAll energizer with happy images of children.

Research proves that people need to see the same ad or message several times before responding. Repetition is the key. Since print medium was full of real – estate ads, instead of going with conventional methodology, we planned a series of ads within the same edition, on the same day to create a buzz and establish higher visual impact. Print campaign was also promoted through OOH medium to increase recall value and brand visibility.

The Result: The campaign was highly successful, with the realtor receiving 600+ queries for the Skyview project. Total sales achieved were more than 100 units, which was an exceptional feat under bad market conditions.

Services Rendered: Communicating Strategy, Campaign Idea, Digital Marketing, Print & OOH Executions.
#Branding #BrandIdentity #BrandLaunch #DigitalMarketing #SixInchesCommunication