Let’s start a new design project together!
Real estate launch campaign for a 100-acre child-centric township, The Right Life
From creative strategy to execution, we embraced a new and unique strategy for the real estate launch campaign of this colossal project by developers Mana & Skanda.
Challenge
Mana and Skanda were launching a new project, a township spanning 100 acres. What would be the positioning? How to help it differentiate in the crowded market with a unique real estate launch campaign? What were the unique strengths that could be leveraged?
Research
Our research yielded some insights that were glaring in the eye. The project was clearly located at a strategic location, in the vicinity of top schools in Bangalore, if not the country. Here was a clear opportunity to solve a problem that parents are currently facing in Bangalore. That of putting their children through an arduous 2 hour school bus ride each day. Among the many suggestions we provided was to position the project as a child-centric community. The design already included many features for children. Thus the ground was laid for a child-centric positioning for ‘The Right Life’.
Design
Beginning with the name suggestion to the brand identity and the visual direction, Rezonant adopted a fresh approach to packaging this unique product. As a teaser campaign months before the launch, we suggested a brand campaign named ‘Mana does the right thing’. This sustained interest in the project during the pre-RERA timeline and as a result of the efforts of the sales team, several hundreds of EOIs were generated.
The Real estate launch campaign
For the launch, we proposed a two stage approach. A teaser campaign that brought to life the core benefit we were pushing in the project, that of a school-bus ride free community. The ‘Missing bus’ campaign was launched across print, OOH, digital and radio.
The reveal had to fulfill the gap in the market. We chose the strategy of showcasing the product in full glory. A custom made illustration was created with great detail and bright to life different aspects of the child-centric project. We further packaged this illustration as a game that children would play, highlighting how children would be able to use the two hours (saved on the bus ride) productively.
Outcome
The project was completely lapped up by customers in a short duration. Over Rs 500 Cr of sales were generated in a short span. The positioning of the project was here to stay, heralding a new typology in residential projects. Mana and Skanda are here to change the way real estate is sold to families.
