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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.”
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