The Green Umbrella Offer
Name, Design, and strategy for marketing a real estate housing project in the upcoming neighborhood of Wakad, Pune.
What was the offer?An ADF (Advanced disbursement facility) scheme offering an EMI holiday to apartment owners till actual possession. It was combined with a rent scheme payable to the homebuyer in case possession got delayed.
Method:The campaign involved a blitzkrieg of web banners, print ads, outdoor publicity, and "dressing up" the project site for the offer. We went the extra mile and re-christened the lane leading up to the project as “Green Drive” with the Pune Municipal Corporation.
Outcome and Impact:Conceptualized and executed in 12 days flat, the Green Umbrella Campaign was a complete riot in the real estate market and achieved the sales target set for the Palash 2.0 and 2i project. It also went on to set a new trend in Pune real estate market and other builders followed suit giving this type of offer on their projects.
ClientVilas Javdekar DevelopersServicesNaming, Identity, StrategyYear2008
