Press release from Business Wire India
Source: Xebec Communications Pvt. Ltd
Tuesday, June 21, 2011 04:25 PM IST (10:55 AM GMT)
Editors: General: Consumer interest, Lifestyle, People; Business: Advertising, PR & marketing, Business services, Construction, Heavy industries, Media & entertainment, Real estate, Retailers
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Xebec Partners with Skylark Mansions to give Home Buyers a New Identity
Mumbai, Maharashtra, India, Tuesday, June 21, 2011 -- (Business Wire India) -- Today real estate advertising has come of age. Every project by a developer is treated like a brand. Real estate developers would like to work with agencies who understand this brand- building approach and deliver solutions which brand the project and thereby help them attract the right TG.
Quite often, response of customers in the real estate category is unpredictable. Hence when Skylark Mansions decided to launch their next big project, Skylark Esta near Hoodi Junction, quick responses and sales projections were a concern area. Though, Skylark Esta offers19 floors comprising 212 (2 &3 bhk) apartments with a host of world-class amenities, the presence of other developments in the same location was to be tackled.
When Xebec Communication was briefed, the team in Bangalore rose to the task. Since the project is situated in an up-market location which would attract only a select audience, mainly those who would want to stand out with a distinguished identity, Xebec Communications chose the 'identity' route with the theme of a 'mask'. An integrated marketing communication strategy was planned with every piece of communication urging the target audience to unveil their new identity at Skylark Esta. Before the launch of the project, well-lit kiosks aroused the curiosity of the target audience with the message 'Don't hide your identity anymore'. Moreover, actual masks were distributed at exhibition stalls to reinforce the branding.
After much hype, the project was launched with emailers and specially designed invitation cards. A printed brochure was distributed to explain in detail the benefits of the project. Press ads and hoardings, were released prior, during and after the launch. And, the response was more than overwhelming. In less than a week's time more than 50% of the apartments were sold. With more and more customers inquiring about the project, Skylark Mansions is sure the entire project will be sold out.
Mr. Omar Sheriff, Director of Skylark Mansions said "The response has been tremendous. We knew that we had a good offering, in terms of location, product and value to our customers, which added to its world-class amenities and great price. All we wanted is a partner like Xebec who could add to our project through impactful communication. And, going by the results, we believe Xebec has hit the bull's eye."
Speaking on the success of the project, Karthik Murthy, Vice President, Xebec Communications quoted "The basic idea of the campaign was to create a unique identity for the project and for those who were looking at buying homes, but did not want to be part of the 'me too' crowd . Since the challenge was two-fold, we tackled the campaign in such a way that our communication addressed both."
With the success of the Skylark Esta, it seems like Skylark Mansions and Xebec Communications have created their new identities. Identities they'll be proud of.
CONTACT DETAILS
Ivan Couto, Xebec Communications Pvt. Ltd, +91(22) 26483948, ivan@xebecindia.com
KEYWORDS
CONSUMER, LIFESTYLE, PEOPLE, MARKETING, BUSINESS SERVICES, CONSTRUCTION, HEAVY INDUSTRIES, MEDIA, REAL ESTATE, RETAIL
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