01
MUMBAI: The V/S campaign is a unique campaign executed by Sunteck Realty Limited. The company known for its clientele and a premium positioning, has extended the essence of luxury to the suburbs through the launch of its project Sunteck City. The V/S campaign is a platform for the end consumer to decide the side of life they wish to choose for themselves. The story board of the campaign was designed so as to communicate and position the project being launched as a Lifestyle City within the City. An epitome of luxury beckons those who choose the finer side of life. A life where doors open, jaws drop, eyes follow, rules bend, and crowds part. An invitation to the connoisseurs, the icons and patrons of luxury. Those who know the difference between the replica v/s the masterpiece, the regular v/s the exclusive and the ordinary v/s the extraordinary. The campaign aims to revive and make consumers relive the moments that the city life takes away. The campaign subtly links in the amenities offered. By deploying the V/S conceptnote, the campaign aims to bring about the correct decision making. The campaign cuts across all age groups and speaks to every member of the family. Be the senior citizens, parents or the children. The pioneering tie up with Disney further brings alive the childhood moments.
The mainline campaign was executed keeping in mind the target audience and the various touch points they encounter while on the city roads. Targeted marketing forms the core of the entire execution of the campaign. Having always focused on quality rather than quantity the outdoor burst was driven by innovation at key sites. The outdoor presence was a mix of landmark sites at South Bombay, Western Suburbs and the Western Express Highway. The other media vehicles have been planned keeping the target audience in mind so as to achieve a high ROI.
Link to the pictures of the Outdoor campaign: http://www.sendspace.com/file/9pfgyp
Image
