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Xrbia's teaser campaign sells destination

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MUMBAI: Real estate company XRBIA Developers has launched the teaser campaign for its upcoming project by the same name.

The 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 GroupM’s 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 audience’s curiosity, the campaign also uses the line ‘Visa on Arrival’ as a finishing touch.

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 name’s 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 and Facebook.

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.

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