MAM

Xrbia's teaser campaign sells destination

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/smartcrop_800x800/public/images/tv-images/2017/07/05/FACEBOOK1_0.jpg?itok=HC-mEB2m

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.

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/09/21/denstu.jpg?itok=xFl58pR4
Dentsu appoints Rahul Sengupta as CCO

Dentsu India, the full-service communication agency from Dentsu Aegis Network, has brought in Rahul Sengupta as the chief creative officer (CCO).

MAM Media and Advertising Account
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/09/21/Untitled-1.jpg?itok=-9drpSTH
The Womb will nurture ASUS' India strategy

MUMBAI: The Womb, an advertising and innovations company, has won the strategy and creative mandate for ASUS India, the Taiwanese leader in technology. The agency is tasked with the communications mandate for both smartphones and laptops business in India. The Womb has initiated work for its...

MAM Media and Advertising Account
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/09/21/Mallikarjun%20Das.jpg?itok=9kwe0GUf
Publicis' co Starcom wins Lenskart media duties

MUMBAI: Starcom, a Publicis Media company, has won the media duties of the eyewear retailer Lenskart. Lenskart has growing business that reaches out to over 1, 00,000 customers a month via a combination of a strong online business as well as ‘home check-up' service. As per industry estimates, India...

MAM Media and Advertising Account
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/09/20/BBH.jpg?itok=0dIZrEuC
BBH bags creative mandate for Smarton

Smartron has appointed BBH (Bartle Bogle Hegarty) as its creative strategy and advertising agency partner after a multi-agency pitch. The agency’s Delhi office will execute the integrated creative strategy for the brand across media.

MAM Media and Advertising Account
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/09/20/iprospect.jpg?itok=vAcx-0hl
Intelligent Content vital for branding: iProspect CEO about new solution

iProspect, Dentsu Aegis Network’s global digital performance agency, has launched Intelligent Content – an offering that links production and performance – in India.

MAM Media and Advertising AD Agencies
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/09/20/denstu.jpg?itok=B79FV15-
Dentsu Impact elevates Ramaswamy, to make 'Maruti' a vibrant brand

Dentsu Impact recently restructured its creative department and promoted Anupama Ramaswamy as the national creative director. Ramaswamy has been with Dentsu Impact for over a year now, after joining as the executive creative director.

MAM Media and Advertising People
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/09/19/Pallavi-Goorha-Nisha_Sara_Jose.jpg?itok=W8TGSvvV
PG Communication wins Faber Castell PR mandate

MUMBAI: Faber-Castell India, a leading stationery brand, recently awarded its PR mandate to PG Communication. As part of the mandate, the agency will be providing strategic communications services to further strengthen the Faber-Castell brand equity in India.

MAM Media and Advertising Account
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/09/19/Amit_Chopra.jpg?itok=yANU5H5U
Star Bharat's Dusshera campaign shows why Dhoni, Mithali and Devgn advocated 'Burn your Fears'

MUMBAI: Star Bharat has unveiled a campaign to further communicate the channel philosophy and inspire the nation to be fearless. Maestro A.R. Rahman’s signature music for Star Bharat is used in these films adding further weight to the thought, Bhula de Darr.

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/09/19/jewellery.jpg?itok=opHm5qPy
eCommerce, jewellery brands among most advertised on television

BENGALURU: The annual ‘Big Billion Day’ and ‘Great Indian Festival sale’ will be back soon – and the respective players are quite noisy about them on television. Innovative creatives, rehashes of previous creatives are back to announce the big great deals that will be on offer. Flipkart’s annual...

MAM Marketing Brands

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories