Client Brief
The Brief was to launch a new tower of Fortune Heights. After a long lean period the developer wanted to reach larger target audience with greater lead generations.
Target Audience: Middle income Bengalis residing in the vicinity.
Idea
We chose a strategic time period which was Bengali New Year. Because Bengalis select this event of the calendar as the auspicious time of the year for their Grihapravesh.
So we deep delved into the cultural part of Bengali and deviced a campaign which created magic for them.
We asked people to book our flat at only Re 1. Additionally, they got a cash back of Rs. 1.01 Lakh.
We were present across the mediums such as hoardings, press ads, Radio and other BTL like leaflet distribution, Bus-back, email and sms marketing and many more.
Execution
In this period, we created an event where people from prospective areas came and joined us in the celebration. We decked up the area with Bengali Piggy Banks and other pompous decoration like huge gate.
The event generated full of excitement and became a Mela activity itself where people went and put one Rupee coin in the piggy bank.
Result
After the campaign, Fortune Group were flooded with calls and generate a record number leads and managed 39 bookings
in a short period, which was a landmark number for the project.
The whole achievement was done in a very nominal spending of around Rs. 30 Lakh.
