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OOH + activation creates buzz for Hiland Greens

By Nabamita Chatterjee - April 02, 2014

The brand went in for a judicious mix of traditional OOH and on-ground activation in tie-up with Big Bazaar and Café Coffee Day to target their audience .

Hiland Group, a well accepted name in the Real Estate industry of Kolkata, recently went big on outdoor to promote their Hiland Greens project through traditional OOH and interesting mass activation programmes.  The campaign became the talk of the town, especially due to their brand ambassador Sourav Ganguly being present all over the place through traditional OOH formats. 

Hiland Group had tie-ups with Big Bazaar and Café Coffee Day outlets and the activation got spread across huge geography covering most of the east region. The active promotional activities were undertaken at more than 100 retail outlets in 16 cities such as Kolkata, Durgapur, Asansol, Burdwan, Haldia, Kharagpur, Darjeeling, Siliguri, Gangtok, Guwahati, Agartala, Ranchi, Jamshedpur, Patna, Bhubaneshwar and Cuttack. Young men and women were placed at 31 outlets of Big Bazaar to promote the brand Hiland Greens and facilitate sales of the application kits to the potential buyers. Similarly, promotional activities were carried out at 70 Cafe Coffee Day outlets in the above mentioned cities. Promotion efforts were made in 100 retail outlets altogether. In addition to this, promotional activities were carried out at popular office clusters such as the Kolkata Municipal Corporation and IT hub - Sector V in the home city of Kolkata.

Abhishek Ganeriwala Head- Sales & Marketing Hiland Group shares, "We used a huge number of hoardings mainly clutter free - large formats and promoted the sales of application kits from various outlets of Big Bazaar and CCD with whom the group tied up all over West Bengal and the East zone to target the MIG who are our customers for this project. We invested close to 18-20 % of the budget in OOH advertising and campaigns for Hiland Greens. Towards the end we set up camps for one to one communication across various locations in Kolkata like Esplande, Rashbehari, Sealdah, Salt lake, New Alipore, Hiland Park and beyond the city we went to districts like Burdwan. In camps our people were available with general FAQs for the customers who had queries before applying for Hiland Greens.”

For procuring the right location of the hoardings the group tied up with Kinetic where as for the on-ground activity they partnered with Ideazfirst who managed the interaction programmes efficiently for the entire project. Big Bazaar and  ICICI Bank Ltd. sold maximum forms though selecting the right outlets was not an easy task for the brand.

When asked why Big Bazaar has been selected for such activation programme Abhishek informs, "Each of the Big Bazaars has an average of 5,000 footfalls every day, hence we had great word of mouth publicity among customers who were discussing about this project while seeing our people inside the mall. Hence, indirectly we reached out to 5000 X 30 days X 31 outlets = 45 Lac people in a month only from Big Bazaar. You can consider 20 lac people considering the repeat customers.”

Speaking about providing the solutions for the promotional activities, Rajesh Kishanpuriya, founder and CEO of Ideazfirst Marketing Services (P) Ltd. said, "In the current competitive environment, with tremendous media clutter and economic slowdown, successful real estate projects launches should have multiple customer interaction points using a judicious mix of promotions, activations, print, online and outdoor publicity. For making it easier for customers to know more about the project and then buy the application kits closer to their homes or offices, and at multiple locations. This kind of activation is first of its kind in the real estate industry, which gave the opportunity of selling more than 18,000 application kits in total considering all the other selling points like HDFC Ltd. , ICICI Bank Ltd. , HDFC Realty and Pioneer Properties Ltd. etc as well. For us the most important challenge was to keep the trust of the client because finding honest and reliable manpower was a challenge in outstation locations, who would represent the company, and also sell the kits and collect payments from customers for a month duration.”

"Hiland Group mainly  targeted the middle income group through Hiland Greens, and we witnessed phenomenal response to its launch. 3817 flats have already been allocated to applicants through a lottery system. Priced at Rs 16 lakhs, the project was hugely oversubscribed,” signs off Abhishek Ganeriwala.

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