Summary
#ExemplaryLiving was the thought behind this campaign. This thought justified the product promise for Phase 2. After a successful Phase 1, we had to deliver a stellar performance in Phase 2. We created the campaign communication & promotion strategy keeping this in mind. With flawless collaboration within our squads & timely execution of plans we were able to achive the Exemplary Performance we aimed for.
Challenge
The primary objective of the campaing is to shift consumer attention to Phase 2 & to tap the demand for a uber luxurious, more spacious, multi-utility dream home. The challenge is to establish a unique positioning of Phase 2 as the most luxurious & spacious inventory of La VIDA. Evolving in a thriving ecosystem with a lively habitat that offers the best of amenities and lifestyle.
Objective
La VIDA Phase 1 is sold out and delivered. After the success of phase 1, we launched Phase 2 of La VIDA, which elevates and accentuates uber luxury living. Construction is 90% plus ready and progressing at a rapid pace. Phase 2 consists of Towers A1 and A2. Offering the Biggest, Finest and the Best inventory of La VIDA to the discerning few.
Strategy
We adapted a thoughtfully planned approach based on the market intelligence accumulated while selling Phase 1 of La VIDA and other projects in the past. -> Create a vivid positioning for La VIDA Phase 2 Towers A1 & A2, distinctly different from the competition. -> To leverage Brand differentiator benefits of ultra luxury inventories integrated to world class amenities. -> Triggering the target audience hopes , dreams and aspiration of owning the best home in the best integrated complex into response call and action.
Data
We created a Go To Market strategy with clearly defined objectives for each vertical in the media mix. Nearly 25% of the budget was allocated to branding through impact inventories. Having delivered multiple projects in Gurugram, we had detailed insights into the consumer behaviour that helped us crack the perfect combination of media for the launch. The campaign was divided in 3 phases - a) Launch b) Sustenance c) Mop Up of existing leads in the system. a) Launch - This phase consisted on impact inventories like a double spread print AD in Times of India, Hindustan Times, Radio Campaign that covered Outdoor Broadcasting at our sales gallery & OOH media throughout the targeted geography. b) Sustenance - This phase consisted of Full Page print ADs in Hindustan Times, Cinema ADs in Inox & PVR screens located in the target markets & emailers & SMS. c) Mop Up - This phase focused more on conversions of existing leads in the system by communication of offer ending information to create urgency in the lead funnel. Balance use of all the media helped give us the magical response.
Solution
Results
-> 3 Bed Grande Residences Sold Out Within 7 Days Of Launch. -> 200% of Sales Target Achieved During Launch. -> 1000+ Site Visits Wihin 60 Days of Project Launch. -> 3500+ Conversations During the Campaign. -> 1% Efficiency in Marketing Expenditure.
