Shapoorji Pallonji x Creative injection

About the brand

Shapoorji Pallonji Real Estate (SPRE) is a reputed player in the Indian real estate sector owing to cutting-edge design innovation, construction quality and architectural excellence. SPRE have created several landmarks across the country.

SPRE launched a luxury residential project in Mumbai called Vicinia, situated in close proximity to Powai, an affluent neighbourhood. We were commissioned for this project with the task to conceptualize a launch campaign across offline and online channels to drive awareness and encourage enquiries

The Challenge

The key campaign offering was centred upon attractive EMI incentives. The EMIs incentive aimed to call the aspiring homeowners on paying EMI installments that equated to their existing rent payments.

However, the key challenge was to stand out in an already cluttered real estate market where every other competition was offering discounted prices, EMI options or other incentives that made the category look and sound the same.
 
Therefore, it was imperative to bring a fresh approach to ensure the campaign caught maximum eyeballs.

Our Approach

We started off with a strong need – The need to appear non-real estate like that is disguised as an advertisement from some other category – therefore mitigating the challenge of being seen as another typical real estate advertisement
 
The next steps involved conceptualizing and creating the key campaign design and communication that aligned with our approach. With the help of bold typography, catchy campaign line and vibrant colours, we launched the campaign on outdoor, followed by print and digital launch.
 
The launch campaign was well received and surpassed our expectations with a positive response leading to 500+ phone calls, 120+ site visits and 15 bookings. Our approach of not following the category tone truly earned great success, resulting into one of the most effective marketing campaigns for the brand

Deliverables

Launch Campaign – Concept, Communication and Design l Outdoor and Newspaper l Digital Launch – Social Media, Emailers

Results

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Site Visits

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Bookings