MUMBAI: Godrej Properties on the day of Dusshera embarked on a smartly executed OOH campaign to promote its premium residential project - Godrej Platinum located in Vikhroli Mumbai. Posterscope India was vested with the outdoor campaign execution duties.
The campaign objective was to leverage the outdoor medium to highlight the launch of tower 3 of the project. It was part of a 360 degree campaign which was launched simultaneously alongside print and radio on the day of Dusshera which is considered as an auspicious day for purchase of real estate.
The campaign was used to generate interest and invoke curiosity among affluent TG. Large format media was deployed and presence was ensured on city arterial routes and key catchment areas for the project.
Due to Dusshera, the outdoor media space in the city was highly cluttered, with most of the real estate players launching their new projects. In this environment Godrej Properties successfully differentiated itself and captured consumer mind-space through an effective innovation on a solus media at a high traffic location on
the Western Express Highway at Bandra. The objective was to break the clutter, attract attention and gather maximum eye-balls, so as to build awareness and ensure talkability for the new project. It’s USP of luxurious living and proximity to nature were established through this innovation.
Girish Shah, VP Marketing and Sales, Godrej Properties said, “An integrated marketing approach defines the Godrej Properties marketing way. Outdoor is an important reminder medium for us especially to tap a linear geography like Mumbai. Our approach in outdoors is to ensure we are visible in the right micro-markets and amongst the right TG. The Godrej Platinum Vikhroli tower 3 launch campaign has given us tremendous response across media platforms and outdoors has definitely helped us to strengthen the same.”
Commenting on this initiative, Haresh Nayak, MD, Posterscope India, said, "Innovations was critical to enhance the project‘s differentiating propositions especially in the highly cluttered outdoor space in the festive season, when all real estate companies where shouting their lungs out. The idea was to execute something simple and effective that highlights project’s plush lifestyle and eco-friendly aspect and instill project name in TG’s mind. We planned media using our Prism Tools Suite to identify most frequented travel routes of affluent demographic group and project’s catchment. With our efficient buying, we delivered high impact visibility to the client in the most economical spends.”