Shree Sonigara ventured into the realm of real estate in 1999 and, since then, has developed several striking residential and commercial projects in Pune. Having collaborated with us before, they approached us to launch their residential project, Signature Park. The project was previously known as Gold Ville and was under the purview of multiple realty partners until Shree Sonigara took over.
Shree Sonigara had launched Phase 1 of Signature Park in 2018, and it had received a luke-warm response. The challenge was to transform the marketing pitch without deviating from the brand communication language set for the first phase.
Our insight was to come up with aggressive and assertive marketing strategies to garner fast-paced sales. The project was well-developed with great USPs supporting it, and all it needed was the correct propulsion to reach it’s sales potential.
Signature Park’s Phase 2, aimed to bolster sales through an assertive marketing strategy while maintaining brand continuity from the successful Phase 1. Informed by meticulous market research, the campaign strategically highlighted the unique attributes of garden-facing 3BHK residences and the prime location, capturing the overarching theme of “live uncompromised.” The project boasted an array of offerings where one doesn’t need to run post-to-pillar looking for conveniences. The idea of “live uncompromised” embraced the idea of living without inhibitions, where one doesn’t have to make sacrifices or compromises to reach the potential for true living!
The comprehensive marketing approach employed a 360-degree strategy, integrating both ATL and digital lead-generation campaigns. The tangible impact was remarkable—walk-ins surged by an impressive 78%, and the conversion rates experienced a substantial 50% increase. Within a mere 100 days post-launch, more than 100 units were successfully sold.
