Brandscope launches Embassy Group property
By Bhawana Anand - April 02, 2014
The agency showcases the facilities of property in a cutting-edge manner on billboards in Bangalore.
Brandscope India now leverages the OOH medium innovatively to launch the Embassy Group's luxury property - Embassy Pristine. The campaign has been designed and rolled out specifically in Bangalore. The objective of the campaign is to introduce the new property in an impactful and unique manner stating the project USP, which is sustainable lifestyle.
Given the stated objective, the Embassy's creative agency Oysters Advertising devised the innovation to create a visual impact through a 3D effect of the elements highlighting the features of the property on the billboard, and Brandscope implemented this effectively.
Four different innovations have been used to highlight different highlights of the project such as live buckets to showcase 24 x 7 water supply, solar panels to demonstrate solar energy and Sintex Tanks to show rain water harvesting. Showcasing pollution free transportation by cycling to work further elevated the connect with the target group.
Speaking about the campaign, Reeza Sebastian, Head - Residential Marketing, Embassy Group, said, "OOH has been a large part of our media mix and we have found the traditional Outdoor medium to be far more effective in communicating our message around residential projects. We wanted to particularly highlight the sustainability initiatives at our lake front project, Embassy Pristine in Bangalore and keeping this in mind, our agency Oysters Advertising has conceived a very innovative and clutter breaking campaign that has resonated well with new customers.â€.
Explaining the concept behind the campaign, Arun Kumar, Creative Director, Oysters Advertising said, "The idea was to start a conversation and develop a social campaign that engaged our core audience. While we have always endeavoured at Oysters to deliver out-of-the-box solutions for Embassy, we sought to challenge the OOH box with the Embassy Pristine campaign. The objective of communicating the green initiatives and its real everyday benefits came to be distilled in the line "Green living gets real at Embassy Pristineâ€. The innovative concept developed by our team along with the strong support from Embassy Group and the flawless execution by Brandscope went a long way in making the campaign a huge success.â€
Addressing the innovation, Haresh Nayak, Managing Director, Posterscope Group commented, "While we are increasingly being surrounded by new age digital opportunities, this campaign suggests that innovative campaigns can be intelligently delivered on traditional outdoor properties when combined with the right operational expertise.â€
Fabian Cowan, Vice President, Brandscope India added, "The essence of a good concept lies in its effective implementation. The client's belief in our abilities to carry out this well thought out innovation was the key to this successful campaign and we consider it a privilege to be associated with Embassy Group.â€