Belong To The Biggest
Rhythm County was a project of great magnitude spread over 21 acres in the suburbs of Pune at Handewadi. A neighbourhood on the outskirts of Pune replete with poor infrastructure, Handewadi projected a low aspirational value to prospective home buyers. The key challenge was to change the perspective of homeowners about Handewadi as well as to create a campaign that would be effective enough to sell the large inventory of Rhythm County.
Through our extensive research across competitors in the real estate market in Handewadi we were able to ascertain that Rhythm County was the biggest project with the biggest swimming pool, landscaped garden and list of amenities. Using this as the key communication we setup an aggressive ATL campaign to project Rhythm County as a prime investment opportunity for homeowners and investors alike.
With strategically located hoardings, bus branding, print advertising (Front page Times of India, Sakal) and a brochure designed to arrest the attention of all those who view it, we were able to inform prospective home buyers to express their interest in Rhythm County.
Over the course of the ATL campaign over 1000 inquiries were made, which resulted in 100 units being sold in the first week itself.