This was a project that had almost all the boxes ticked for a budget-flat buyer. It offered affordable apartments with large airy rooms, and also a significant locational advantage, being positioned right in the vicinage of the new Joka Metro. We had to create the buzz, and we knew how exactly to go about it..
We began by crystallising the core aspects to flaunt. Competitive price-point, large airy rooms and proximity to Joka metro held promise, and we chose to say it loud and clear. The creatives had big bold lines that nailed it right away, one feature at a time. The visuals were engaging, yet not overwhelming.
The campaign appeared on OOH spaces strategically picked to grab the eyeballs that mattered.lming.
The campaign was pushed across the digital sphere as well, ensuring a two-pronged impact on a targeted audience.
Price sensitivity being the most significant characteristic of this audience, we chose to add more impetus in that direction. Hence, we came up with a film that rode on light humour to play up ‘unmatched pricing’ as the foremost USP of the project.