99acres: '3D keys' to dream homes

Online property portal, 99acres.com has floated its new outdoor campaign across Delhi/NCR, Mumbai, Pune, Bangalore and Hyderabad. The campaign has been executed by Span Communications.

"A home for every dream, whatever the size," says the new OOH campaign launched by one of India's leading online real estate businesses, 99acres. The campaign executed by Span Communications was rolled out in Delhi/NCR, Mumbai, Pune, Bangalore and Hyderabad.

Aimed at anyone looking at buying, selling or renting property for their own use or investment, the 360-degree campaign will also run across television, radio and digital mediums, where the brand is already advertising.

The idea behind this outdoor initiative is to showcase the vast number of property options available on 99acres for property seekers from all socio-economic classes. Buying a home is a dream for many and the brand wants to address this desire to be a homeowner with a simple straightforward creative.

Sumeet Singh, SVP marketing, corporate communications and alliances, Info Edge that owns 99acres, says, "OOH is a proven marketing tool for local marketing and commissioned by us whenever required. However, with the current OOH campaign, we launched in multiple cities simultaneously for the first time. 99acres.com and its offerings are well known and the OOH medium reinforced this with a simple clutter free creative."

The campaign has been differentiated by means of strategic planning and creating visual disruption though roadblocks and ingenious innovations. As an enhancement, real 3D metallic keys were hung on strategically placed billboards, in a way that they would sway gently in the wind.

Furthermore, on certain key stretches like DND Flyway in Delhi NCR, a branded passage consisting of eight large format mediums clubbed with 100 flagpoles and 85 reflective pots were created. High footfall malls like The Great India Place in Noida, which aggregates a monthly footfall of over 2.9 million, were also targeted in unique ways. Special mediums were conceptualized and fabricated at key locations inside and outside the malls. Mumbai and other markets were also treated in a near similar fashion.

The basic objective of the campaign is to maintain the top-of-mind recall for the brand. Speaking about the creative brief, Shuvanu Chaudhuri, AVP, OOH division, Span Communications, shares, "We had been working on the brief for almost three months now. The brief was simple yet complex at the same time as the competition had heated up and was on a blitzkrieg during our initial days of planning and strategising. The brief was to effectively address the right audience during transit and counter the visibility of competition as well."

The agency says that the communication was designed keeping in mind various parameters such as target audience, geo-demographics, dwell time, traffic movement and count, area dynamics and new project construction belt. An exhaustive joint recce was conducted across markets to assess the current market conditions and gauge the demographic profile of the TG. The multi-dimensional campaign included very large format billboards and transit mediums like Volvo buses and radio cabs across the key markets to ensure high impact and recall.

"It is heartening to see the positive response for the current OOH campaign. Span Communications has efficiently carried out the entire campaign for us. Starting from the creative design to media selection, planning and execution, the successive roll-out across multiple key markets has been done well and within set timelines," adds Singh, describing the brand's association with the agency.

99acres, the online property business of Info Edge India, offers information, advice, options with floor plans, property photos, locality videos, price trends and an ask-and-answer forum for property related queries. Founded in 1995, Info Edge is one of India's leading online classifieds company in recruitment, matrimony, real estate, education and related services. Its well known online brands include Naukri, Jeevansathi, Shiksha , Policybazaar, Meritnation and Zomato, along with 99 acres.