Sell­ing with a Span­ish touch

Outdoor Asia - - Advertorial -

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.”

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