R K Swamy BBDO brings together consumer insights and a dash of humour to create an interesting series of TVCs with the objective of establishing magicbricks as a one-stop portal for every step of property buying.
The singular message in this campaign is: Do your magicbricks. The tagline that makes the brand name a verb: “MagicBricks kiya kya?” ask consumers to do their homework on MagicBricks before making a decision. The overall objective of this campaign is to establish MagicBricks as a portal that helps you at every step of property search – from options to the final selection.
Sunil Kukreti, Senior Partner, R K Swamy BBDO, said, “The insight was quite simple. Buying a property is not a one or two step transaction. It’s a process where buyers need help and seek advice at every step. And magicbricks, with its unique features and tools provides that helping hand.”
The new TVCs pick up where the previous ones left off – after a couple find their dream home, the wife announces that her brother will be coming to stay for a while, news that the husband is not pleased about. Senior Brand Design Director, R K Swamy BBDO, Ankur Suman explained, “The preceding film of magicbricks had rounded off with the couple finding their dream home. So it was a bit of a challenge to find a reason to continue with their story when the brand had already solved their problem. The other challenge was to talk about the portal’s features while showing the complete process of home buying from start to finish. So we worked on a story and then treated each film as an episode.”
Another objective of the campaign was to encourage users to explore the portal and spend more time on it by letting them know that they can do a lot more than just checking out options of properties.
The TVCs currently on air have been supplemented with a series of communication pieces in print, digital, OOH & radio media.
See the series here:
1. Teaser- https://www.youtube.com/watch?v=rxlq6rMopiI’
2. Max option- https://www.youtube.com/watch?v=RfeZMxaRfoc
3. Information- https://www.youtube.com/watch?v=m8QN6ZrPU4M
4. Mobile app- https://www.youtube.com/watch?v=03ALwKWxw5k
5. Advice- https://www.youtube.com/watch?v=wMlN9XSCJM8