AD Street Communications Integrated Marketing Agency

Client Brief

BACKGROUND

Natura - A residential project is a cluster of 3 towers with 272 units of 2.5 and 3.5 BHK. Its located in an integrated township which is amongst one of the fastest developing areas of Lucknow.

CHALLENGES

The integrated township hosts of multiple project which boasts similar projects hence it was crucial to break the clutter at the product and communication level.

Idea

SCOPE OF WORK

· Integrated Campaign

· Brand Strategy + Launch

· Brand Identity

· Coffee Table Book Design

· Social Media Management

· Print | OOH Ads

Execution

THE CAMPAIGN

The first step was to position the brand in a unique manner. During our research we realized that most of the developers were still positioning and selling the product with a very transactional approach talking about the amenities on offer. We saw an opportunity to change the approach and present the project as a lifestyle. Project was called as Natura to continue the green living concept. The brand promise was to deliver Nature Inspired, International Lifestyle. The project started off with a Pre-Launch Digital Tree Plantation Drive Campaign to connect with the consumers and generate curiosity. The teaser campaign reached over 3L people in and around Lucknow which followed up by teaser campaign on Social Media, Whatsapp Blast and Emailers. The communication peg Nature Inspired International Lifestyle resonated well with the potential users and channel partners. The project came across as a need gap that Lucknow was seeking. During the prelaunch phase lead generation, Google Search, Native advertising campaign was used to create the initial pipeline. The launch phase consisted of Virtual launch with channel partners followed by continuation of Lead campaign, Awareness Campaign on Social Media. Google Search campaign, GDN and Native advertising was utilized to maximize the reach. Retargeting campaign on Social Media and Google created a better CPC and CPL rate

During the sustenance phase tactical campaign offering value added benefits was used to continue the inflow of the leads.

Result

RESULT

More than 500+ Leads with 100+ Bookings

Creative

Mumbai

Services

Clients

Category Experience

Employees

1-10 Employees

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