We had to show sales boost in a project which was facing the problem to sell their flats on BT road. Those were not selling because they had larger size flats compare to the competitors.
The target audience: The Middle Income group professionals, largely businessmen, residing in the vicinity.
We established that we were taking premium price because of the larger flat size. We did it with a unique concept followed by another campaign which gave them a one of a kind offer to mitigate the price gap.
We proposed a unique benefit to the people for the first time in Kolkata. The offer was 10 years maintenance free. Which was the need of the hour.
Sales soared high and people jumped onto the offer that was never given to the category before.