Here at Primsy India, we don’t just launch properties – we create unforgettable brand experiences. Our recent collaboration with MK Group for “The Senses,” their housing complex in Dagapur, Siliguri, is a prime example. The challenge? To carve a distinct niche in a crowded market and ensure “The Senses” remained etched in the minds of potential real estate investors long after the initial launch buzz.

The Challenge: Standing Out in a Crowded Market

MK Group envisioned “The Senses” as a haven of modern living, boasting spacious apartments, top-notch amenities, and a prime location. But with numerous developers vying for consumers’ attention, creating a distinct brand identity and capturing leads was a hurdle.

We knew a conventional approach wouldn’t cut it. We needed a multi-layered digital marketing strategy that would bombard the target audience (in a positive way, of course!) with the essence of “The Senses.”

Crafting a Compelling Narrative

The first step was crafting a story around “The Senses” that resonated with real estate investors. We went beyond just highlighting square feets and amenities. We built contents that resonated with people’s mindset. We weaved aspiration!

Campaign 1: Biggest Housing Society in Siliguri, loading soon…

Approach: We started with a simple yet impactful teaser campaign. This campaign strategically placed across Siliguri created intrigue and anticipation. The tagline, “Biggest Housing Society in Siliguri, loading soon…” played on the fact that “The Senses” was slated to be the largest housing society in the city at the time, boasting a whopping 735 apartments.We generated curiosity and brand awareness. People started asking questions like – “What is The Senses?” “Where is it located?” “What makes it the biggest?”

Campaign 2: POV: You just invested in Siliguri’s Biggest Housing Society

Approach: Capitalizing on the popularity of the POV (Point of View) trend on social media, we launched a series of engaging social media posts. The captions were written in first-person POV, allowing viewers to imagine themselves living the dream at “The Senses.” It was to connect with potential investors on an emotional level and showcase the lifestyle benefits of owning an apartment at “The Senses.”

The POV campaign resonated deeply with the target audience. Social media engagement skyrocketed, with viewers commenting, sharing, and tagging their friends. This campaign not only reinforced the “biggest” aspect but also effectively communicated the aspirational lifestyle offered by “The Senses.”

Campaign 3: The shortest distance between Us & Uttorayon is a wall

Approach: In this campaign, we adopted a slightly playful approach. We all know Uttorayon, a well-established and highly sought-after society in Siliguri. Our billboard campaign featured the tagline, “The shortest distance between Us & Uttorayon is a wall.” This playful dig, highlighting the prime location of “The Senses” right next to Uttorayon, grabbed attention and sparked conversations. We created this ad to showcase the strategic location of “The Senses” and position it as a viable alternative to established societies like Uttorayon. People appreciated the lighthearted approach, and it effectively conveyed the message that “The Senses” offered all the benefits of a prime location at a potentially more competitive price point.

Campaign 4: There is certainly enough space here (in 7.4 acres)

Approach: This campaign addressed a common concern for potential investors in crowded housing societies – a lack of space. We worked on the ad to alleviate concerns about space constraints and emphasize the well-planned layout and spacious living environment offered by “The Senses.” Our social media posts and banners featured the tagline, “There is certainly enough space here,” highlighting the abundance of space within the complex. Taking creative freedom, we kept most of the banner and post space empty to show the large space people will get in “The Senses”.

The campaign successfully addressed a potential pain point for investors. The visuals effectively communicated the sense of spaciousness, making “The Senses” an attractive option for families seeking a comfortable and relaxed living environment.

Campaign 5: Not Joking! Now buy a top-class residence at a cost of an affordable flat!

Approach: Understanding the importance of affordability, especially during the launch phase, we created a campaign that emphasized the value proposition of “The Senses.” Our social media posts and website banners featured the tagline, “Not Joking! Now buy a top-class residence at a cost of an affordable flat!” This campaign highlighted the fact that investing in “The Senses” during the launch phase offered the opportunity to own a premium apartment at an incredibly attractive price point. To generate leads and sales during the crucial launch window by emphasizing the affordability of these premium apartments.

This campaign proved to be a major conversion driver. The focus on affordability resonated with a large pool of potential investors, leading to a significant surge in website traffic, inquiries, and ultimately, sales.

Beyond The Launch: Lifestyle so high, price so low

To generate leads and sales during the crucial initial time by emphasizing the affordability of these premium apartments, at the same time, simultaneously conveying the high quality of life residents could enjoy, we worked on the final ad! “Lifestyle so High, Price so Low” It was made to highlight the affordability & a pool of amenities one would get in The Senses!

All the six campaigns’ impact was undeniable. Our social media content generated high engagement, the billboards sparked city-wide conversations, and “The Senses” became a hot topic of discussion. Most importantly, the campaign successfully addressed potential investor concerns like affordability and space constraints. Ultimately, the launch was a resounding success, generating significant leads and sales for MK Group. By creating a consistent and impactful brand image, we ensured “The Senses” remained at the forefront of potential real estate investors’ minds.