Visual Identity | Brochure | Print

THE BACKGROUND

With 16+ years of experience in innovative and extensive real estate projects, Unique Properties has transformed Pune's perception of urban life. They have continued to expand steadily and have been recognised with numerous honours and recognitions in realty.
They approached Square One to launch their latest residential venture, subsequently named QUE 914 (Quintessential Urban Enclave).

THE CHALLENGE

The key challenge here was to highlight the location of Keshavnagar where the project was coming up. The dynamics of Keshavnagar were such that heavy marketing and strong campaigning were required to launch the project alongside other competitors.

 

THE
INSIGHT

As Unique Properties was an already-established entity in the Real Estate scene, our insight was that they take on a bold approach when it comes to advertising. We suggested that they take on a venturous attitude so that they become the housing option that everyone will keep coming back to amidst heavy competition.

We had the incredible opportunity to partner wih Unique Properties for QUE 914. The venturous attitude that we took on to promote and advertise this particular project was a refreshing experience! Hoping to collaborate on more such projects in the future!

- Vikas Poddar, Director, Square One

THE SOLUTION

Plot 914 in Keshavnagar had become a popular land parcel. To increase the recall value, the plot number was incorporated in the project name itself.

The archetypal elements of a residential property, which include location, design and architecture, quality construction, amenities, etc., were in perfect harmony for the said project. It fulfilled all 'quintessential' requirements of 'urban' living spaces. Hence, the project was titled QUE 914 (Quintessential Urban Enclave).

We created campaigns surrounding the fact that the project was future-ready and well-planned to increase the chances of closures/bookings. We also adopted a bold & confident yet inciting tone (playing on counterintuitive persuasion for the DON'T VISIT US campaign) for the entire project. Subsequent campaigns focused on the concepts of "Resort Lifestyle" and "Checklist Checked," representing the idea that QUE 914 offered a laid-back and green lifestyle along with the choicest offerings of life that people have always aspired for.

Through the above-mentioned campaigns, we leveraged the fact that Unique Properties was already a household name.

THE EXECUTION

The campaign was executed successfully via ATL platforms through mediums such as print, outdoor, sales-presenter, on-site branding, and the like.

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