‘Our main objective of the campaign was getting more and more visits to website and interacts with live chat’
Rocky Israni, MD, Pacifica Group in an exclusive interview with Realty Plus
What was the idea behind this campaign?
South India is very tech-savvy and because of which we chose online platform to promote our 110 acres township project – Aurum. These are lifestyle homes with world class amenities and for the first time Chennai would see a 1 Lakh Sq feet of Club House as one of its amenities. We wanted to communicate the same to the people of Chennai & Tamilnadu & there was no better event than WORLD CUP to convey the same.
What went behind bringing it to reality?
Hindu is got highest visits in Chennai and we thought World Cup would be the best time to feature our project and spread the word. Our main objective of the campaign was getting more and more visits to website and interacts with LIVE CHAT and getting more leads for the project. Reaching out to more and more people and getting clicks was our objective. Our TG was – people aged 18 – 55, mostly Chennaitte targeting Tamilnadu, mostly who are looking for their first home for their own use rather than investment.
What were the hurdles that you had to overcome for its success?
There were no hurdles as such. When you have the best product in the market, you don’t really face any difficulty in promoting. Aurum is epitome of global lifestyle in Chennai. With over 35 years of experience in real estate across USA, Mexico & India, Pacifica Companies have shown its expertise in developing great ideas into signature life space creations across the globe. Only challenge for us to choose the right medium to communicate the message. We were waiting for the right event during which we get most of the eyeballs to our project & World Cup was the exact thing we wanted to capture.
What are the results you have achieved as a part of this campaign?
We went for scorecard sponsorship as it is obvious people is more interested in looking at scorecard apart from reading news. So, we booked HP Widget + Scorecard Page (logo presence) for 45 days with Skinning for 2 days and roadblock for 1 day. ROS banner was taken for 90 days & fixed score card presence for 45 days & the campaign delivered 57, 12,384 Impressions, 20,364 Clicks (website) with CTR 1.07% in 30 days of timeline.
Has it raised the bar of expectation for your future marketing campaigns?
Yes, it has. The overwhelming response from our TG reinforces our belief that online marketing is here to stay.