Evoking a forgotten dream
- Integrated Marketing
- Intent Creation
- Qualified Lead Generation
Our client wanted to market the neighbourhood charm of an upcoming project to drive lead generation and footfalls. This wasn’t simple considered its target customers were keen to explore, upcoming, fast-evolving neighbourhoods for their new home.
Warming up leads based on the neighbourhood’s old world charm became core to our strategy. A sepia-toned campaign – #Destination27 – put a refreshing lens on forgotten memories. Right from social media trends to on-ground activations, each aspect of the campaign celebrated the heritage and culture synonymous with the pincode. This had customers warming up to the possibility of owning a big-ticket home in the neighbourhood even before they discovered project details.
“Marketing for the real estate sector has traditionally bordered on transactional campaigns and tactical strategies. But our goal with this brief wasn’t just to drive site visits but create a dent in market perception. This was critical to warm and nurture high intent leads that would translate into a community.”
Our precise insights into the customer psyche, along with an integrated approach, translated into a campaign with exceptional Return on Investment (RoI). Or should we say Value on Investment (VoI)?
