Summary
Using Storytelling to craft a success story for Tata Housing's premium real estate offering – Sense66 at Talegaon, Nr. Pune. The storytelling structure revolved around the core human insight of experiencing emotion. The evolution of human beings over the years has been through various experiences that we have had, and these are enabled by our ‘senses'. The innate and primal sense of see, hear, touch, smell and taste – is what drives basic human perception.
Challenge
The core challenge was to create a fresh story and launch a new phase of a project which had been in the market for over 11 years (La Montana) and to convince the management to buy into an unconventional thematic approach that is so deep routed in cognitive emotions, but it was successfully overcome with a strong overlay of project highlights and functional integration, so that it appeals both rationally as well as emotionally. The implementation challenge was the strict Go To Market timelines for the launch, which was meticulously managed with effective planning with internal and external stakeholders. Strategic selection of media was undertaken, to bring alive the story-telling via offline and online channels, in a timely and cost-efficient manner. The campaign objective was to clearly drive salience and awareness for the upcoming offering and create pride of ownership by pegging it around exclusivity – both in terms of limited inventory and overall amenities and services on offer.
Objective
Tata Housing was launching an extremely luxurious and premium offering in the form of row houses with limited inventory (66 Row Houses) The core business objective was to build demand and drive sales by pitching a proposition around exclusivity since the number of row houses is only 66 The business objective dovetailed into the marketing and communication objective towards driving affinity and offtake for these 66 row houses, by building a narrative around exclusivity and stoking an emotion of higher order living with an enriching lifestyle Also, while the offering was housed under an already established and successful project – La Montana – the business intention was to build something unique that stands out for itself and creates an appeal of its own. Hence, the branding of the project itself, became an essential component of how we aimed to drive business. The name and the descriptor became the guiding force for the campaign, and everything was then built around the sense of sight, hearing, smell, touch and taste. This was seamlessly supported by nature itself with Talegaon being a confluence of picturesque hills, rivers and green expanse – where one's sense come alive, organically.
Strategy
The TG for the project were clearly the residents of Mumbai as focus and Pune as the secondary market. They are families with couples aged upwards of 35 – 40+ years, who are settled with their kids and with well-paying jobs with multinationals or successfully run their businesses (family-owned or self-start up entrepreneurs The TG is already invested and settled in their ancestral homes or have invested in projects and properties that offer modern amenities and offer a fulfilling lifestyle with umpteen amenities and like-minded communities around. What they seek is an alternate home or a weekend getaway or a home away from home, where they can relax, unwind and rejuvenate along with friends and family This was strategically offered in the advantageous location of Talegaon where our project was housed (excellent connectivity to both metros - 120Km from Mumbai and 35Km from Pune) Talegaon also happens to be right in the nature's lap with an altitude higher than the popular Lonavala hill station, witnessing pleasant weather throughout the year. The scenic views of the Sahyadhri hills and vast expanse of greens makes it an ideal escape from the city's hustle bustle. The campaign that was conceptualized - started right from ‘naming of the project' and building everything around that name. The KPI / performance metric were sharply defined around offtake and sales. Given it was a limited inventory project – we aimed to build rapid Top Of Mind Awareness and garner spontaneous bookings (targeting 20% sell-out in the 1st quarter). The campaign message was thoughtfully crafted to appeal to one's senses by following a teaser and reveal build approach The audience were engaged and intercepted at multiple touchpoints online and offline through intriguing messages that evokes a deep longing sense of fulfilment through one or more senses.
Data
1. The award category recognizes best use of storytelling in brand marketing, and we believe that we have spun off the best ever storytelling narrative in the real estate category to uniquely market a project 2. From insight to strategy to creative proposition and articulation in creative – the human insight has been leveraged and dovetailed into a storytelling narrative weaved around senses 3. Storytelling needs to be immersive and engaging and should appeal to the inner self and what we have tried to achieve is just that. 4. We strongly believe that we have done justice to the storytelling category by weaving in a compelling storyline that cut across media to bring it alive 5. A purely functional category like real estate has never seen such an unconventional approach to marketing leveraging the power of storytelling through a strong insight. The results are a testimony to that. Hence, we believe that we have a strong case for the category
Solution
Results
The biggest differentiating factor and unique selling proposition for the campaign was the name itself – Sense 66. A project pegged around such a strong emotional sense was unheard of, in real estate advertising and was path-breaking in its own way The creative content was leveraged through a multi-media strategy deployed across offline and online channels. From project literature assets equipped to drive support for sales and channel partners to end-consumer appeal media platforms from digital ads, social page con, tent, digital films / AVs, print, strategic OOH, contextual radio and site branding – the media mix was crafted to cover all aspects The storytelling was also embedded in the speil and communication of the project personnel, at the site level – so that everyone speaks in one language and the narrative was also built inter-personally One on one meets, interactions and events with interested prospects were conducted – which had the play of 5 senses strongly integrated in the experience Impact: 1. 25% of the inventory sold during launch 2. 2900 leads generated within a span of 15 days 3. 1500 + conversations during the campaign
