Chennai's most reliable builder, Navin's, approached us regarding their Akshaya Tritiya Campaign, and we did brilliant work, achieving great engagement and lead generation beyond expectation.
Campaign Brief:
Navin's, a reputable and trusted builder in Chennai, was looking to promote the remaining select apartments in its previously successful properties. This presented a challenge, but these select apartments have certain advantages, such as being 'ready-to-move-in' and offering multiple discounts and benefits for potential buyers.
Campaign Idea:
The main focus of the campaign was to emphasize the numerous benefits of purchasing ready-to-move-in apartments. Therefore, our Creative Director, Jananee, came up with the 'Golden Egg' concept along with the inputs from the team later the final campaign concept was fixed. Moreover, the campaign was focussed to run during Akshaya Tritiya, an auspicious day that was believed to be the beginning of good things that will bring prosperity and good fortune in life. So 'Golden' aspect of the campaign idea aligned with the festive attribute.
The goose that lays the golden eggs, sometimes rendered as the goose that laid the golden egg, refers to someone or something that is a valuable source of money, power or other advantages. Golden eggs are used as a symbol for something valuable.
The ready-move-in apartments that are the subject of the campaign are the 'golden eggs' that are in and around Chennai, waiting to be happy homes.
Campaign Structure:
Campaign Teaser:
The main goal was to create hype and curiosity for the campaign from two weeks before the campaign offer launch. The digital marketing activities started with the first batch of teaser creatives which led to pre-offer lead generation.
Campaign Launch:
We noticed a lot of interest in the teaser, so we quickly finalized the campaign announcement designs and adjusted our strategies based on the response. This allowed us to refine the campaign assets and content strategy to better appeal to our target audience, ultimately leading to the desired results in lead generation for the campaign.
Campaign Result:
The brand and the campaign gained massive traction, thanks to the attractive, unique, and high-quality visual designs that supported the campaign and propelled it to unforeseen success.
Creative Head: Ashiv Tatolu
Campaign Curator / Creative Director / Content / Design: Jananee
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