Jubilee Residences (JR) is a real estate housing project from Urbanrise, a subsidiary of Alliance Group, with a focus on affordable housing. It is located next to a 750-acre reserve forest in the Chennai suburb of Gudvanchery.
Sized between 326 sqft and 863 sqft, Jubliee Residences Guduvanchery offered flats for sale in Chennai that were reasonably compact as compared to apartments close by. They made up with a competitive price tag and amenities what they lacked in size. They were designed to maximize and optimize the given space with a smart and efficient design. But this is something the TG would see once they visit the model apartment. So, the most significant challenge was to maximise site visits with our digital marketing services for the housing project which was located 35 km away from the city center.
The strongest suit of the project was its price point. Coupled with the fact that if the consumer was a first-time home buyer, they would get an additional discount of Rs. 2.67 lakhs through the Pradhan Mantri Awaas Yojna (PMAY). We built a 360 degrees marketing campaign involving Print advertisement, BTL advertising, Outdoor, Radio, and Digital promotions around the price point and the key highlights of the project including the prime location of the flats in Guduvanchery and their amenities.
Jaws will drop: Suggestive of a price so low that jaws were bound to drop, we built an integrated marketing campaign around stark, exaggerated jaw-dropping caricatures of office goers.
The caricature style was used to stand out among the clutter of elevation-based ads and convey a bold message.
