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AWARDS :
EFFECTIVE LOTUS
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SUB CATEGORY :
EFFECTIVE LOTUS - SMALL BUDGET
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COMPANY ENTERING :
CREATIVELAND ASIA PVT. LTD, MUMBAI
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ENTRY TITLE :
AMODA RESERVE
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BRAND :
KALPATARU AMODA RESERVE
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ADVERTISER :
KALPATARU LTD.
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AGENCY :
CREATIVELAND ASIA PVT. LTD., MUMBAI
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CHIEF CREATIVE OFFICER :
SAJAN RAJ KURUP
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EXECUTIVE CREATIVE DIRECTOR :
ANU JOSEPH
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CREATIVE DIRECTOR :
PUSHKAR SHINTRE/VIJAY KURUVILLA
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COPYWRITER :
CHAITANYA JOSHI
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ART DIRECTOR :
EUREKA ALPHONSO
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ACCOUNT DIRECTOR :
HARSHAD LAD
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ACCOUNT MANAGER :
RAJBIR CHOWDHARY
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ACCOUNT EXECUTIVE :
VINAY GANGWANI
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STRATEGIC PLANNER :
PRIYANKA KURUP
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MARKETING COMMUNICATION DIRECTOR :
PRIYA MATHIAS
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PRINT PRODUCTION COMPANY :
CREATIVELAND ASIA PVT. LTD., MUMBAI
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CAMPAIGN SUMMARY :
AMODA RESERVE IS THE FLAGSHIP PROPERTY OF KALPATARU, INDIA’S LEADING REAL ESTATE DEVELOPER. IT IS AN UBER-LUXE PROPERTY NESTLED IN THE HILLS, AWAY FROM THE CITY, WHICH HOUSES EXQUISITE VILLAS AND ROW HOUSES. TO PROMOTE THESE VILLAS, WE ASKED THE BEST PERFUMERS OF THE COUNTRY TO EXPLORE THE RESERVE’S EXPANSIVE 60 ACRES AND COME UP WITH AROMAS INSPIRED FROM ITS SURROUNDINGS. THE PERFUMERS, AFTER SEVERAL DAYS OF EXPLORING, CAME UP WITH AROMAS NEVER HEARD OF BEFORE, LIKE THE FIRST DROPS OF RAIN ON MUD, THE FRAGRANCE OF FRUIT ORCHARDS IN THE MORNING AND THE AROMA OF DEWDROPS ON TREES AT DAWN. THESE AROMAS WERE BOTTLED IN HANDMADE, CUSTOM BLOWN BOTTLES AND PACKED BEAUTIFULLY. THEY WERE THEN SENT TO 300 HIGH NET WORTH INDIVIDUALS AS DIRECT MAILERS. FOR THE $6,194 SPENT ON SENDING OUT THESE DIRECT MAILERS, WE SOLD VILLAS WORTH A WHOPPING $29,184,296. WHICH MEANT OUR RETURN ON INVESTMENT WAS A MASSIVE 471,170%.
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THE BRIEF :
AMODA RESERVE IS A PROPERTY THAT CAN SELL ITSELF. BUT, THAT IS WHEN THE CONSUMER VISITS THE PLACE AT LEAST ONCE. THE MAJOR PROBLEM WAS THAT AMODA RESERVE IS LOCATED ON THE KUNENAMA HILLS IN LONAVALA, WHICH IS 100 KMS AWAY FROM MUMBAI AND 80 KMS AWAY FROM PUNE. SINCE THE VILLAS COST $7,296,074 UPWARDS, WE WERE TARGETING HIGH NET WORTH INDIVIDUALS. BUT THEY DID NOT HAVE THE TIME OR THE INCLINATION TO TRAVEL THIS DISTANCE. THEREFORE, WE NEEDED TO BRING ALIVE THE EXPERIENCE OF AMODA FOR PROSPECTIVE BUYERS WITHOUT THE EFFORT AND TIME REQUIRED FOR A VISIT.
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THE STRATEGY :
OUR TARGET AUDIENCE WAS SOMEBODY WHO COULD AFFORD A HOME FOR $7,296,074. ALSO, THIS WASN’T A PRIMARY LIVING SPACE, BUT A HOLIDAY HOME. THUS, THE PEOPLE WE WERE TALKING TO FEATURED AMONGST THE MOST AFFLUENT INDIANS. THE KEY INSIGHT HERE WAS THAT THEY WERE MONEY-RICH, TIME-POOR. THUS, IT WAS HIGHLY UNLIKELY THAT THEY WOULD VISIT AMODA RESERVE WITHOUT A CERTAIN AMOUNT OF PRODDING. AND IF THEY WOULD NOT VISIT AMODA RESERVE, WE NEEDED TO GET AMODA RESERVE TO THEM. REAL ESTATE ADVERTISING IN INDIA IS CLUTTERED WITH MESMERIZING STOCK IMAGES OF BEAUTIFUL HOMES AND TRANSCENDENT ENVIRONS. ANY TYPE OF PRINT AND OUTDOOR ADVERTISING IN THE SAME ZONE WOULD GET LOST. WE LOOKED AT WHAT CAN HELP IN RECREATING THE AMODA EXPERIENCE WITHOUT GETTING LOST IN THE CLUTTER. SO INSTEAD OF APPEALING TO THE EYES – LIKE THE REST OF THE MARKET, WE APPEALED TO THE OTHER SENSES. THE SENSE OF SMELL IS ONE OF THE MOST PRIMAL SENSES. IT HAS THE POWER TO STIMULATE US BEYOND THE RATIONAL PROMISES OF SQUARE-FOOTAGE AND AMENITIES. AND THIS IS WHAT CREATED THE UNIQUE AMODA EXPERIENCE.
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THE EXECUTION :
WE STARTED PLANNING IN AUGUST, 2015 AND CAME UP WITH THIS IDEA. MONSOONS IN INDIA ARE THE BEST TIME TO VISIT AMODA RESERVE. THE HILLS ARE LUSH GREEN, THE STREAMS ARE GUSHING AND WATERFALLS DOT EVERY CORNER. THE FOOTFALLS DURING THESE MONTHS COULD AFFECT THE BUYING DECISION IN A BIG WAY. DURING THE MONSOONS, WE TOOK THE PERFUMERS TO AMODA RESERVE. AFTER A WEEK, THE PERFUMERS RETURNED TO MAKE AROMAS INSPIRED FROM THE SURROUNDINGS OF THE PROPERTY. AFTER A LOT OF TRIAL AND ERROR, THEY GOT THE FIRST FRAGRANCE, WHICH TOOK THEM BACK TO AMODA IN THE MONSOONS. IT WAS THE FRAGRANCE OF THE FIRST DROP OF RAIN. THEN THEY CONCOCTED THE FRAGRANCE OF A GUAVA ORCHARD AND FINALLY THE DEW DROPS ON TREES. AROUND SEPTEMBER, 2015, WE STARTED BLOWING CUSTOMISED BOTTLES FOR THE AROMAS. THE BOTTLES WERE SHAPED LIKE A DROP OF RAIN, A RIPE GUAVA AND A TREE TRUNK. SINCE EVERY BOTTLE WAS HAND BLOWN, IT HAD A SEPARATE CHARACTER TO IT. WE DISPATCHED THE DIRECT MAILERS IN NOVEMBER, WHEN THERE WAS A LULL IN PRINT AND ONLINE ADVERTISING FOR THE BRAND.
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THE RESULT :
ALTOGETHER, WE SENT OUT 300 DIRECT MAILERS. AT A COST OF ABOUT $21 PER PIECE, OUR TOTAL SPENDS WERE $6,194, INCLUDING TAXES. THIS WAS AFTER THE PRINT AND OUTDOOR CAMPAIGNS WERE AT A LEAN PHASE. THE LEADS WERE MONITORED BY A CODE EXCLUSIVE TO EACH MAILER, WHICH HAD TO BE STATED WHEN THE CONSUMERS CALLED IN. IN TOTAL, WE GENERATED 192 LEADS. WE HAD 4 CONVERSIONS WORTH A WHOPPING $29,184,296; WHICH MEANT OUR COST PER CONVERSION WAS A MEAGRE $1,549 AND THE RETURN ON INVESTMENT WAS A MASSIVE 471,170%. TO PUT THIS IN PERSPECTIVE, A FULL-PAGE PRINT AD IN INDIA’S LEADING DAILY COST US $228,810. THE AD GENERATED 70 LEADS AND 10 CONVERSIONS. THUS, THE COST PER CONVERSION WAS $22,881.
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