| Title | NHBD (NATIONAL HOME BUYING DAY) |
| Brand | TATA VALUE HOMES |
| Product / Service | REAL ESTATE |
| Category | A04. Use of Digital in a Direct Campaign |
| Entrant | EVEREST BRAND SOLUTIONS Mumbai, INDIA |
| Entrant Company | EVEREST BRAND SOLUTIONS Mumbai, INDIA |
| Advertising Agency | EVEREST BRAND SOLUTIONS Mumbai, INDIA |
| Advertising Agency 2 | DRAFTFCB + ULKA Mumbai, INDIA |
| Name | Company | Position |
|---|---|---|
| Pawan B Sarda | Tata Value Homes | Head Marketing |
| Amit Sethiya | Tata Value Homes | Marketing Manager |
| Michelle Rodrigues | Tata Value Homes | Asst . Manager Marketing |
| Nikhil Jasuja | Tata Value Homes | Marketing Manager |
| Avishesh | Tata Value Homes | Asst . Manager Marketing |
| Dhunji Wadia | Everest Brand Solutions | President |
| Samir Chonkar | Everest Brand Solutions | Ecd |
| Ravi Walia | Everest Brand Solutions | Planning Director |
The Indian Real estate market was in the middle of an ongoing slump. Neither Investors nor End-customers were buying homes. The challenge was to create demand for all TATA Value Homes projects, located across geographies in this sluggish market. Also, in Quarter 4 we were at the tail-end of our marketing budgets This needed a mechanism, which gave consumers the confidence to make quick decisions towards home buying. Research uncovered that other asset classes had also lost their sheen. Also buying a property was still closely evaluated with the appreciation associated with it – more than anything else. We decided to shake up the investors.
‘National Home Buying Day’ – A chance to avail India’s Biggest Appreciation opportunity. In order to drive this point home, we compared this appreciation to India’s favourite asset classes, used to build wealth – Stock Market, Gold and Fixed Deposits The promise of guaranteed appreciation from a prestigious brand like Tata was a ray of hope in the dark skies of investment uncertainties. Aggressive re-targeting and SEM advertising allowed us to amplify reach in Tier-2 and NRI markets economically. The entire process was hosted online. Web banners and SEM ads were the lead medium, supported by limited but focused Print & Radio.
Everyone has a story where they missed out on an opportunity e.g. not buying a suburban house, years ago. We tapped into the consumer’s anxiety of missing out on an excellent investment opportunity. ‘National Home Buying Day’ –One could gain maximum appreciation on the homes within a single day.
Phenomenal consumer response during an ongoing market slump – • Over 3 lakh website views • 20,000+ genuine Leads • Significant response from New markets – 300% increase in the tier2 market contribution and a 100% rise in the NRI market contribution • We had a booking amount of Rs. 20,000, to ensure genuine applicants • The target of selling 200 homes was over-subscribed by 4 times. • Due to overwhelming response, additional 50 units were released from the next phase of the projects. • 250 Homes sold across 5 Projects in 4 States, worth a staggering Rs.1Billion within a week. • PR and Buzz – NHBD was discussed across media