MUMBAI: Brandscope India – the outdoor arm of the Posterscope Group again hits another nail of innovation in the outdoor space in Bangalore for the launch of Embassy Group’s luxury property - Embassy Pristine, Bangalore one of the leading property developers of India. The objective of the campaign is to introduce the new property in an impactful and unique manner stating its USPs for a sustainable lifestyle.
Given the stated objective the Embassy’s creative agency Oysters Advertising devised this innovation to create a visual impact through a 3D effect of the elements highlighting the features of the property on the billboard. Brandscope then implemented this effectively. Four such innovations underlining 24 x 7 water supply by putting live buckets, solar energy by putting solar panels, rain water harvesting by sintex tanks, pollution free transportation by cycling to work elevated the connect with the target group.
Speaking about the campaign, Reeza Sebastian, Head - Residential Marketing, Embassy Group, said, “OOH has been a large part of our media mix and we have found the traditional Outdoor medium to be far more effective in communicating our message around residential projects. We wanted to particularly highlight the sustainability initiatives at our lake front project, Embassy Pristine in Bangalore and keeping this in mind, our agency Oysters Advertising has conceived a very innovative and clutter breaking campaign that has resonated well with new customers”.
Explaining the concept behind the campaign, Arun Kumar, Creative Director, Oysters Advertising, said,” "The idea was to start a conversation and develop a social campaign that engaged our core audience While we have always endeavoured at Oysters to deliver out of the box solutions for Embassy, we sought to challenge the OOH box with the Embassy Pristine campaign. The objective of communicating the green initiatives and its real everyday benefits came to be distilled in the line "Green living gets real at Embassy Pristine" . The innovative concept developed by our team along with the strong support from Embassy Group and the flawless execution by Brandscope went a long way in making the campaign a huge success.”
Addressing the innovation, Haresh Nayak, Managing Director, Posterscope Group commented, “While we are increasingly being surrounded by new age digital opportunities, this campaign suggests that innovative campaigns can be intelligently delivered on traditional outdoor properties when combined with the right operational expertise.”
Fabian Cowan, Vice President, Brandscope India added, “The essence of a good concept lies in its effective implementation. The client’s belief in our abilities to carry out this well thought out innovation was the key to this successful campaign and we consider it a privilege to be associated with Embassy Group.”
The Embassy Pristine Outdoor Innovation Campaign was recently awarded ‘Silver’ at the 4th exchange4media OOH Advertising Awards 2014, in the category ‘Best Creative in others’.