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Home » Campaigns » Ireo builds a clutter breaking campaign

Ireo builds a clutter breaking campaign

By Bhawana Anand - September 27, 2013

Cashing in on the dictum:'The Bigger the Better', Ireo creates a large-scale Out-of-Home campaign for their new project named'The Corridors'. The simple yet innovative OOH campaign was designed by OOH agency Milestone Brandcom. Here's a look.

Ireo, a leading name in the real estate category, has launched a product called'The Corridors' which is one of the largest residential complexes in Gurgaon spread over 37.5 acres in Sector 67(A). With an aim to create a clutter-breaking announcement about the project, the brand has rolled out an innovative OOH campaign. The objective of the campaign is to establish the brand and the project name in a larger-than-life manner and maintain higher recall value by creating the frequency. A major portion of their budget has been allotted to OOH campaign. The campaign was strategically spread in the Delhi and NCR region to capture Sec A and A+ audience. Milestone Brandcom, an OOH agency developed executed and maintained the OOH campaign. Also, Havas Media handled the campaign for Gurgaon region.

"The idea was to establish the next big project coming from the Ireo's kitty i.e. The Corridors. The campaign was designed in a way to inform the audience about the features and facilities of the new project and present it in a larger-than-life manner to cut through competition. Therefore, we created an innovative campaign to capture the essential TG for the brand. We have gone an extra-mile to get the best mileage to the brand,” says Prashant Mishra, ‎Regional Head- North, Milestone Brandcom.  

The creative of the campaign has been drafted in a manner to highlight the features and facilities of their new project, along with the brand and the project name. The check post cut-outs at the corner of the sites have been made to highlight the features such as School, Club house, Jogging trail and etc. Also, the LED acrylic neon has been used to add an extra effect in the brand and the project name.

The duration of the campaign is 45 days and it is seen all over Delhi and the NCR region.  The agency designed the media planning parameters as per the brief given by the brand.  Sites have been taken at prominent places like Ring Road, Gurgaon and South Delhi areas considering the amount of traffic to create the recall value. The campaign has been deployed only on bigger formats such as billboards, FOBS and etc.

Even when the campaign has been carried out in a single city, the agency has dealt with a lot of issues in executing and maintaining. The brand was very choosy about the sites and desired for bigger formats to showcase the campaign, but due to restriction on sites sizes in Delhi, the agency pushed hard to get the best site for the brand and had to take extra efforts in checking the legality of sites. Also, given the competition in the real estate sector, the availability of the sites was a big issue. While working on the innovation, the unexpected rains and storms also posed a big problem and some of the sites were damaged. However, the agency rectified the damaged sites in less than 48 hours and despite these challenges, the campaign was carried out successfully. "The campaign became a word of mouth and successfully garnered the audience's attention. The brand is delighted with the results,” sums up Prashant.
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