Brand
‘Wadhwa Wise City’ had to be marketed as the Wadhwa Group’s first foray into an integrated township project. The Panvel-based project had to be positioned as a mass product with affordability as its trump card, in line with the ‘Pradhan Mantri Awas Yojana’ scheme.
Objective
The objective was to create buzz around the project and become the talk of the town. Also, with The Wadhwa Group being a premium developer, the challenge was to ensure that the brand can enter the affordable housing category without any loss to its positioning.
Execution
The campaign was divided into 3 phases – Coming Soon, Pre-launch and Launch to create a buzz around the project with different communication objectives for each phase.
In the ‘Coming Soon’ phase, the brand the video route as they are the best way to create an emotional connect with the audience to address the pain points. Videos triggered conversations. Conversations lead to more people searching for Wadhwa Wise City. Search ads lead to website. Videos also helped with branding and created awareness in the least amount of time due to its effectiveness.
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In the ‘Pre-launch’ phase, the price was revealed. The brand analysed the day and time when the search spiked and allocated budgets and flooded digital with ads, activated property portals and chatbots with Artificial Intelligence. Emailers and SMSs were sent to the targeted audience using various different vendors making sure that we reach maximum unique prospects.
During the ‘Launch’ phase, Wadhwa Group started the Online Booking feature on the microsite. Exclusive inventory was allocated to Online Booking. Media Innovation on various fronts was used to effectively reach people. With the rich user history, smart display performed excellently, delivering a large quantity of leads.
Influencer Marketing was done via Facebook with 93.5 Red FM as the media partner. M – Indicator, a Mumbai based commute app with exit banner inventory was an instant hit among the affordable segment using bus and train services.
The brand did a ‘mobile first approach’ and integrated a ‘click to call’ feature on the website, wherein the users immediately got an automated call from The Wadhwa Group team which was then assigned to the available salesperson.
Results
With a reach and impressions in excess of 15 million and 42 million, respectively, across various social media platforms, the campaign yielded the desired results and made Wadhwa Wise City campaign a resounding success. While the organic leads stood at 5,246, over 6 lakh website visits helped in generating 67,867 leads, 8,765 onsite visits, and 1050 bookings.
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