INKSPELL – Case Study of the Week(Best Multi Channel Campaign by/for a Real Estate Company)
Best Multi Channel Campaign by/for a Real Estate Company
By NetBiz Systems Pvt. Ltd. for Kanakia Group
Brief: Kanakia Group envisioned to immerse residents in the Parisian way of life, through the Kanakia Paris Project. Kanakia Group was also developing a Z wellness center for its residents, which is being conceptualized in association with Zinedine Zidane, the football legend and wellness ambassador for the project. The objective was to bring awareness and ROI for the Project with a focus on Z wellness through ZInedine Zidane.
The challenge then was a 2-step task:
- a) To bring awareness and generate leads for the Project with a focus on Z wellness
- b) To create enough buzz when Zinedine Zidane comes to India to endorse the project
Objectives: Kanakia Paris, inspired by European Architecture, is a residential property located at BKC. The campaign for the project intended to create a buzz, and generate leads through its brand ambassador Zinedine Zidane. The idea was to imbibe Parisian lifestyle and the wellness concept.
Zinedine Zidane has a huge fan base in India and has a strong association with Parisian lifestyle. Basis this insight, the key strategy was to create a buzz about Kanakia Paris by establishing Zidane’s association with the brand. To reach potential buyers, we initially created buzz about Zinedine Zidane and then heavily invested in Digital Media with the communication that strikes the right chord with the audience. Real time optimization and tweaking strategies as per audience’s interests led us to achieve the desired output.
The campaign reached over 35 Million people. We trended 3 times and our revealer hashtag #ZidaneForKanakiaParis trended for 11 hours PAN India, along with #Kanakia_Spaces and Zinedine Zidane. We received over 1600+ leads and 18 conversions worth 4 Cr each. Digital spends accounted to only 1.04% of the earned revenue.
Impressions: 312 Million
Reach: 35 Million
Site Visits: 144+
Digital spends accounted to only 1.04% of the earned revenue.
If you, too, have executed exemplary campaigns in the last one year, go ahead and submit your nominations for the ICL Awards 2018 – India’s most sought-after Content programme of the Year.