Real estate company XRBIA Developers has launched the teaser
campaign for its upcoming project by the same name.
campaign has been conceptualised by creative agency Ideas@work
and the objective of the campaign is to promote XRBIA
as a country. The strategic marketing consultancy on
the campaign was GroupMs agency mConsult.
As part of the concept to further this objective, the teaser
campaign is made to look like a tourism advertising/promotion,
inviting people to explore a new destination. To make it seem
authentic and pique the audiences curiosity, the campaign
also uses the line Visa on Arrival as a finishing
The idea draws inspiration from the etymology of the word
Xrbia. The name of the project is derived from the word exurb
which denotes a location on the outskirts of a city. In keeping
with the names origin, Xrbia Developers plans to focus
the current and future projects at locales on the outskirts
of the bustling cities.
The campaign consists of a 360 degree campaign to reach the
target audience and create maximum retention of the brand
name and associations. For this purpose, the agency created
content across TV, print, radio and digital medium in order
to promote the brand and position XRBIA as an idyllic country.
As part of the print leg of the campaign, the brand issued
ads in publications like The Economic Times, Mumbai Mirror,
Pune Times and Gujarat Samachar. On the online front, Xrbia
featured on travel portals like Make my trip and Yatra apart
from the usual mass reach portals like Yahoo, Google, YouTube
The TVC was created to highlight a new place where people
can lead a peaceful, laughter filled and stress free life
and have a community of their own wherein they welcome their
guests with warmth and affection.
In case of radio, the campaign took the interactive route
and held contests running for three days on different aspects
of the Xrbian Life like food, music, nightlife etc. where
people participated to win vouchers if they could guess correctly
amongst the options given.
The campaign received an encouraging response with 27,000
Facebook likes and enquires about the project. Many
of the Interactions were about people asking where the new
country was, some asking if it was a rebranding campaign by
Serbia, some even applying for a job in the country. The high
amount of interaction with the page content just helped reinforce
the success of the campaign, said an official statement.