Having worked for FCB Interface as a Digital Account Executive and as an Account executive in general, I had the opportunity to handle a couple of brands whilst my tenure. Here is one among the handful of campaigns that I had the privilege of handling pretty much on my own under supervision, hand in hand with a fab team.
CLIENT: Arihant Foundations & Housing Ltd
BRAND: Arihant
BRAND: Arihant
PRODUCT: North Town
A BACKGROUND: Arihant, a well known real estate brand in Chennai, Tamil Nadu had started a project in 2013, called North Town in Perambur. The 70-acre property encompasses projects for most tiers of society ranging from standard to modern apartments and villas as well. Within North Town, however, a total of 6 towers falling under the project titled 'Chetna' was to be sold.
THE MARKETING BACKGROUND: 6 towers constituting 792 units out of which approx 432 were left to be sold in 2017. Situated beside the Slum. Positioned themselves as Premier Residential 2/3 BHK Apartments. Selling at Rs 75 lakh onwards.
THE ADVERTISING OBJECTIVE: To get leads from middle-class people across North Chennai who seek to own an apartment in the city.
TARGET AUDIENCE: Mr. Venkat, vice-principal at Chennai Public School, Anna Nagar seeks to own an apartment that's coupled with amenities in North Chennai for his family of 4. Currently residing in Adyar, it takes him over an hour and a half just to commute. Furthermore, he earns Rs. 10 lakh per annum.
SINGLE-MINDED BENEFIT: Picturesque gated residential offering within the city.
REASONS TO BELIEVE:
> 2/3 BHK within the city
> Coupled with amenities such as gymnasium, swimming pool, play area, home theatre, rooftop football turf etc.
> 5 min away from the metro railway station
> Gated community
> Close proximity to eminent schools such as Chennai Public School, KRM Public School, Don Bosco, etc.
> Credible hospitals within reach as well, such as; Aysha Hospitals Sen Hospital, etc.
CREATIVES REQUIRED: Power Jacket ad in The Hindu and Times of India, Temp hoardings across Perambur, Major junctions at Nungambakkam, Anna Nagar, Adyar and Alwarpet. Radio jingles. Brochure and Mailers.
MANDATORY: Call for Action number - 7601 000 444
Credai Logo, Arihant Logo, *Registration and taxes extra
OUTCOME: Campaign titled 'Perambur 2.0', the campaign emphasized on upscaled, upgraded and upstyled living in the city's so-called under-equipped area. The campaign helped the TG perceive that Arihant has re-engineered the neighbourhood for good and that owning an apartment within the 70-acre project - North Town, Perambur at the affordable rate being offered is simply a steal!
Apartments sold post the campaign - 234
