Percept Out Of Home creates an innovative campaign for Era Landmarks
Executes campaign in Delhi for “The Skyville” – a luxurious residential project by Era Landmarks
Percept Out Of Home planned and executed an exceptional outdoor campaign for the newly launched “The Skyville”- a premium luxurious residential project by ERA landmarks. The campaign kick-started in Gurgaon – Delhi, during the month of June and will be carried till September, 2011.
The objective of the campaign was to create awareness by highlighting the USP of this lush project that would attract more eyeballs in the already cluttered market. ‘Height’ was chosen as the central idea, since the towers are of 30-35 storeys. In the view of these facts, Percept Out Of Home strategized the entire campaign and launched the advertisement in the front page vertical strip. The outdoor advertisement was the extension of the same with an innovative 3D helicopter installed to grab eyeballs.
Commenting on the campaign Mr. Rajneesh Bahl, Business Head-Outdoor, Percept Out Of Home said, “The best innovations are those which communicate the USP of a Product. The creative team worked out perfect innovation, which would portray the USP and created surprise element on the hoarding never seen before”
Says Dhiraj Kumar, Director-Business Planning, AMO Communications, “Most of the projects today offer everything from Golf & Clubs to all one can think of for a high class living, but most lack in creating a differentiator with their project. Skyville has some unique features; a terrace golf putting green and a Helipad. Selected apartments are even 4 sided open, connected through a Skybridge. Not only this, the property also has a skylounge on every exclusive tower where one can enjoy the lounge facilities at a height. Since the project is designed on its height aspect, the agency positioned the project where one can “Live a life at 400 ft above the ground”. And we developed to communicate this through print and outdoor. Agency along with Percept OOH selected few high impact sites in Delhi/NCR where a dummy helicopter was placed to catch attention.”
Elaborating Capt Vikrant Singh, Executive Director, Era Landmarks said, “Skyville is a very high end project of Era Landmarks. We wanted to project it in a way that it stands out as a premium category property meant for the class and not the mass, for whom there are thousands of projects cropping up in every nook and corner.”
The innovative strategies and flawless execution by the extremely talented team of Percept Out Of Home resulted in completing the activity successfully, thereby fulfilling the campaign’s objective to create awareness.