Abhinav Mohapatra, New Delhi
Xeco Group, a specialized marketing and communications agency bringing the creative vision of a new generation of marketers to the real estate market has launched a high impact OOH campaign for its upcoming project Sheltrex at Karjat, Mumbai. Sheltrex, Karjat according to its website is built, managed and operated by open source and Big data technologies that communicate data to the residents who can monitor and manage utilities like electricity, water, gas, access home security using smart digital door locks, enable internet, video, telephony on demand as well as use geo-fencing technologies to locate people and assets via smartphones.
The project has been designed by Hafeez Contractor, known for his national and international architectural work. He has designed Bharti Airtel’s office in Gurgaon, Hayatt Regency in Mumbai, Infosys ECC in Pune, Gobal Education Centre – Infosys in Mysore, Imperial SD Tower in Mumbai among many others. The ad promises `next generation living experience by applying the world`s latest technologies in urban design, energy conservation, communication, water and sewage management and safety.`
The campaign spread across Mumbai includes the Mumbai-Pune Highway with hoardings and bus shelters with specially designed neon signage. The creative for the OOH campaign showcases the structure of the real –estate project inside a smartphone, stating that this is a smartphone city, 500 meters from Karjat station, with a call to action number and a message that said that the possessions begin April 2015.
"The project promises a complete smart city experience campaign to buyers. The design, amenities, facilities and town planning are impeccable. Our job was to communicate to potential buyers that all this is available at unbeatable Karjat rates. The campaign began in the middle of the month and will continue for four weeks. The calls have increased substantially since the campaign began as have the footfalls. The client is happy with the initial buzz. We have invested a lot of time, strategic thinking and effort to ensure that buzz is created in targeted pockets in the city. We expect it to get even better from here," says Sanjeev Gupta, MD, Global Advertisers.
The campaign has covered areas such as Thane, Andheri, Sion, Dadar, Panvel and Mahim among many others. Many of the creatives have the starting range of the technologically evolved homes displayed in the campaign. According to the concessioners, the OOH campaign has increased footfalls and sales queries for the real-estate company’s project.