About Takshshila AIR – Ahmedabad’s First 25 Storey Iconic Residential Ultra Luxury Twin Towers are scheduled to be launched by mid 2017. For the first time in realty sector SOI Group and Takshashila worked out a unique business model.
Objective: As previously their brand was being placed wrongly, therefore one of their objectives was to reposition the brand. Second objective was to create awareness regarding the tallest residential twin tower of Gujarat. And the final objective was to target specific audience such as real estate agents and Financial Institutions for Lead Generation and Investments.
Target Market: For the objective of brand awareness and repositioning, our target market was PAN India. Whereas for other objective, our target market was very specific and niche such as real estate brokers, builders, financial advisers, Investment consultants, Investment Fund Managers and property administrators
Content Strategy: SOI saw an opportunity to work in this new proposed format where it provided Total Integrated Marketing and Sales Services to Takshashila, whereas other real estate companies only appoints advertising agencies where the sales part is taken care separately by different brokers or a sole selling agent, but here SOI was not only providing marketing solutions but also became an exclusive selling agent for the Takshashila Air project. 3 videos were developed containing a Teaser AV, Launch AV and Audience Response AV for on ground activity. As the Valentines’ Day was approaching, we came up with the concept of connecting Takshshila AIR with “Love is in AIR”. In this activity more than 1 lac heart shaped balloons with die-cut (containing message about the brand) were attached to each balloon and were spread across the city to create the buzz of “Love is in Air” campaign
Digital Platforms used:
Teaser and launch Campaign were carried out in a span of 15 Days
Teaser and launch Audio Visual became viral and was spread amongst more than 5,00,000 people across India and Philippines.
More than 1500 people were engaged with these video campaigns