The Brief

Realty Marketing in India is extremely competitive and more so in Mumbai, which has some of the highest real estate rates in the world. Developers for the most part rely heavily on ATL, Events, Broker channels, Brochures and Social media. Direct Marketing Communications is rarely used. This was spotted as an opportunity by us.

Creative Execution

Our TG had several gatekeepers to intercept Direct Mail. The creative needed to bypass the usual gate keepers for Top Management, namely EA’s, PA’s & Secretaries. A highly personalized, out-sized, 3D Mail piece was sent as an “Invitation”. The CEO’s name was laser etched on the handle of the magnifying glass. This was visible from outside, through a punch, assuring this would not be junked as bulk mail. Intrigue was built up through an involvement device…other than the headline the copy was deliberately set in small point unreadable to the naked eye. The recipient was encouraged to make One BKC “come alive” using the personalized magnifying glass. The end purpose of the communication was to ensure the TG got to see the communication, without interception, for them to be made aware of One BKC, and get them to “pass-along” this opportunity to their Estate Dept. Head/ Admin Heads for consideration.

Describe the creative solution to the brief/objective.

1000 CEO/MD/Chairmen of top Companies who had their offices in South Mumbai. These were very influential persons, who would finally be consulted and give their okay to buy real estate, as the average prices of offices on sale were Rs 50 mln upwards. They needed to be made aware of the extent of development in BKC.

Results

Within 4 months of running the DM campaign, the balance stock of 31 offices were completely sold out. Direct Marketing Communications was the only stimulus. There had been no communication released in over 16 months prior to the DM campaign. Hundreds of Millions of sales were achieved with a spend of just Rs. 2.1 Mln.