Magicbricks reinforces local connect with tactical rollouts

Online real estate major Magicbricks has launched a high-decibel outdoor campaign to build mass awareness of the portal’s services. The portal facilities easy comparison of different properties on various parameters that help potential property buyers to take informed decisions. The campaign has been rolled out in main cities like Delhi NCR, Bangalore and Mumbai.
 
Commenting on the campaign, Manisha Rana, Head of Marketing, Magicbricks, said, “For our outdoor campaign, our objective was to maximise the relevance of our messaging when a consumer sees the outdoor creatives. The medium is static and swiftly consumed messages work harder. We added a layer to make them’topical and locally relevant’ when it comes to looking for a property.

The campaign has been designed in a manner for the brand to establish a strong consumer connect at every touch point with relevance of the media and contextual creative execution. On this, Rana said, “At Magicbricks we think of the medium and then the creative, so as to bring out relevancy and efficiencies in our communication. Our creative approach was to keep the campaign locally relevant and topical to markets, cities and localities and relate to consumers’ everyday experiences.  An insight we leveraged upon strongly was the “need to find a house, closer to work as consumers spend a lot of time travelling long distances to places of work. Based on this, our creatives called out location-specific property insights. Noida, Gurgaon, BKC and Andheri creatives called out the need to find a house closer to work. “Why Travel to Gurgaon Everyday? Choose from 10,000 properties on Magicbricks.com — thereby making the brand proposition relevant to the everyday consumer need.

Messaging like this is best amplified through the outdoor medium.

Another insight that brand capitalised was of the need for consumers to compare and choose between two close-by cities/ localities when making property-related decisions. Hence, messaging of direct comparison was highlighted with a visual device of boxing gloves to attract user attention and highlight the dilemma of choice between say  Noida or Greater Noida, while messaging in Bangalore was on – Whitefield vs Sarjapur or Andheri East vs Andheri West for Mumbai; Gurgaon called out – Golf Course Road vs Sohna Road. Some other messaging around shopping malls and busy markets focused on “Love to shop, choose from X thousand properties near the shopping complex, etc.

Another innovation executed by Magicbricks was to deploy clever creatives very topically. Most of the highways and toll roads have real-estate advertising taking the major share of visibility. However, it is generally difficult for a consumer to register any brand message or build a brand preference for one particular project in a short span of time. Magicbricks launched topical advertising that calls out the imperative for a consumer on a stretch of road where he is bombarded with real-estate advertising; calling out consumers to solve their confusion by logging on to Magicbricks.com.

“The emphasis has been on relevance, localisation and topicality of the medium, so the consumer connect is stronger and the medium works harder to deliver the message home, said Rana.