Montana Final Project, No Compromise Movement.
OBJECTIVE:
The primary goal of the “CODE NAME: MADE FOR ME” launch campaign in Dhanori, Pune, was to highlight and promote the unique selling point of Mantra Properties’ which was to empower their clients with the ability to select their top five amenities for their ideal, dream residential complex. The campaign’s objectives were to raise awareness of this ground-breaking offer, engage the target audience, and spur interest in and sales of the Dhanori project’s 2 BHK beautiful apartments and 4 BHK Luxury Row Houses.
CHALLENGES:
- COMPETITION: Pune’s real estate industry is highly competitive, with many competitors offering different amenities and features. It was challenging to stand out in this crowded marketplace.
- AWARENESS: In the Indian real estate industry, letting clients pick their facilities was relatively new. It was crucial to inform potential customers about this unique selling opportunity.
- ENGAGEMENT: It was challenging to compel prospective purchasers to actively participate in the campaign and inspire them to vote for the desired amenities
SOLUTION:
To address the objectives and challenges, the launch campaign for “CODE NAME: MADE FOR ME” was structured as follows:
Strategic Messaging:
“Why compromise on your dream of a Perfect Life?” was the campaign’s main slogan. This message highlighted the common dilemma of choosing a project with limited amenities and positioned Mantra Properties as a solution to this problem.
Interactive Campaign:
Customers were allowed to actively engage by voting and selecting their top 5 amenities from a list. This engagement tactic capitalized on people’s desire for customization and freedom.
Multi-Channel Marketing:
The campaign enabled the broadest possible audience and visibility by utilizing a variety of marketing channels, including social media, email marketing, print media, and on-site promotions. Create visually beautiful and informative marketing materials, such as flyers, brochures, hoardings, site branding mailers, radio spots, activation collaterals, and web content, highlighting the unique selling point of choosing amenities.
Online Presence:
Establish a project-specific website and social media accounts.
Update these platforms frequently with exciting information about the project, the voting procedure, and the advantages of residing in Dhanori.
Use social media advertising, including WhatsApp posts, to reach the local audience and create buzz.
Educational Content:
To address the challenge of educating customers about the concept, the campaign included informative content through blogs, videos, and FAQs, explaining how the chosen amenities would enhance their quality of life.
Informational Events:
Hold CP meets, Webinars, and instructional events detailing the advantages of residing in the Dhanori project, and the amenity selection process should be held in person or virtually.
Invite industry experts to talk about customizing homes and current real estate trends.
Collaborations:
Collaborate with local influencers or real estate experts to endorse the project and share their thoughts on the unique amenity selection feature.
CAMPAIGN OUTCOME:
The “CODE NAME: MADE FOR ME” campaign was highly effective and produced the following results:
Enhanced Awareness:
The campaign successfully raised awareness for the Dhanori project and introduced the innovative idea of selecting amenities to prospective buyers.
Engagement:
A sizable percentage of prospective purchasers actively participated in the voting campaign by picking their top features.
Sales Growth:
The project saw increased sales inquiries and conversions due to the USP and efficient marketing.
Positive Brand Image:
The campaign enhanced Mantra Properties’ reputation as a creative and client-focused real estate developer.
Word-of-Mouth:
Customers who participated in the campaign and chose their amenities became brand champions, generating favorable word-of-mouth publicity for the undertaking.
The campaign successfully addressed the objectives and challenges, making “CODE NAME: MADE FOR ME” a unique and successful real estate project in Dhanori, Pune. It made a lasting impression on the market and people’s opinion of Mantra Properties as a forward-thinking developer by demonstrating the value of choice and personalization in the real estate industry.
A4 Insert
Activation Collateral
Allotment Collateral
Cp Meet
Hoardings
Microsite
Nurturing Mailers
Product Opp Doc
Radio Spots
Site Branding
Whatsapp Posts
HOARDINGS
MICROSITE
SITE BRANDING
BROCHURE
NURTURING MAILERS
ACTIVATION COLLATERAL
RADIO SPOTS