Selling with a Spanish touch

In a move meant to fuel the dreams of potential property buyers, real estate company CHD Developers took a FUHDWLYH DSSURDFK DQG WUDQVIRUPHG WKHLU RZQ RIfiFH IDFDGH giving it a look of their new villa project- Spanish Meadows. Giraffe Advertising and Marketing, a media agency ideated and executed the ambient project. Read on for more details. It is necessary to give a touch and feel experience to buyers in order to persuade them, especially when they are making an important choice like that of buying a home. With an aim to attract buyers and provide a firsthand experience, CHD Developers, a real estate company in association with Giraffe Advertising and Marketing, a media agency, used an unconventional place as an OOH format for their Spanish project- Spanish Meadows. The unconventional place used as a format is none other than their own office located in Karnal. The basic objective was to promote their Spanish themed villa project and all the promotion activities included such as collaterals, ads, brochures; Catalogues etc. were designed around the central theme. The ideation has been done by the agency and the brand based on mutual collaboration. Post brief, the idea of replicating a villa was a clear winner. But to make it happen, the agency required a space with almost the same dimensions and while searching for the right location, they stumbled on the idea of converting the CHD City site office into the villa. The office site was beneficial for the campaign as it is very well visible from the main NH -1 Highway, which gets maximum eyeballs. “The brand felt that a physical manifestation of the Spanish touch and feel would go a long way in giving the target audience a taste of the fabled Spanish Lifestyle. The idea of transforming the office outdoor space to look like a Spanish villa and its surroundings as this was the area the prospective buyers would definitely be visiting,” says Deepty Dawar, Founder and Managing Director, Giraffe Advertising and Marketing Pvt. Ltd. Generally, an outdoor advertisement requires printing flex, lights and etc, but here the requirement was much different. In order to execute the idea of bestowing the building with the Spanish appearance, the agency put together several different materials like ACP raised beam, actual fashioned iron Lamps and MS iron frame with ACP. The balcony dummy was made up of iron grill plus artificial creepers to add to the Spanish feel. After that the fashioned iron balcony was projected with the ACP and Eco-Solvent Vinyl. On the roofs, the Spanish Ramada was made up of actual brick red tiles as represented in the rendering with White ACP base. Along with that, typical Spanish columns were made with MS Pipes. Also, to decorate the building’s ‘Juliet balcony’, wrought iron lanterns, doors, windows and the porch were utilised. There was one big challenge for the agency -- to give the exact villa feeling to the office. Therefore, the focus was minutely planned -- right from sizing of the site to putting the real elements like bespoke Juliet balcony, wrought iron lanterns, doors, windows and the porch with the accuracy to give a taste of the fabled Spanish Lifestyle through Spanish Meadows. Talking about the agency’s ideation and execution, Ravi Saund, COO -- CHD Developers said, “The team Giraffe was successful in translating my vision for the launch of Spanish Meadows, a premium Villa in CHD City, Karnal. They executed our thoughts with finesse and glamour. The result is beyond ordinary. The entire site office has been transformed into a glamorous Spanish villa. We couldn’t have imagined the attention this innovative communication has brought our way from customers and brokers alike.”