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Percept OOH puts height in perspective for Era Landmarks

08-September-2011
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Percept OOH puts height in perspective for Era Landmarks

Percept Out Of Home has planned and executed an outdoor campaign for the newly-launched The Skyville residential project by ERA landmarks. The campaign kickstarted in Gurgaon-Delhi, during the month of June and will continue till September-end.

The objective of the campaign is to create awareness by highlighting the USP of this premium project that would attract more eyeballs in an already cluttered market. ‘Height’ was chosen as the central idea, since the towers are of 30-35 storeys. To highlight this, Percept OOH strategised the entire campaign and launched the ad in the front page vertical strip. The outdoor advertisement is an extension of the same with an innovative 3D helicopter installed to grab eyeballs.

Commenting on the campaign, Rajneesh Bahl, Business Head-Outdoor, Percept Out Of Home, said, “The best innovations are those which communicate the USP of a product. The creative team worked out perfect innovation, which would portray the USP and create a surprise element on the hoarding never seen before.”

Dhiraj Kumar, Director-Business Planning, AMO Communications, added here, “Most of the projects today offer everything – from Golf & Clubs to all one can think of for high class living – but most lack in creating a differentiator for their project. The Skyville has some unique features – a terrace golf putting green and a helipad. Select apartments are even open on four sides, connected through a skybridge. Not only this, the property also has a skylounge on every exclusive tower where one can enjoy the lounge facilities at a height. Since the project is designed on its height aspect, the agency positioned the project where one can ‘Live a life at 400 ft above the ground’. And we developed to communicate this through print and outdoor. Our agency, along with Percept OOH, selected a few high impact sites in Delhi/NCR, where a dummy helicopter was placed to catch attention.”

Capt Vikrant Singh, Executive Director, Era Landmarks, elaborated, “Skyville is a very high-end project of Era Landmarks. We wanted to project it in a way that it stands out as a premium category property meant for the class and not the mass, for whom there are thousands of projects cropping up in every nook and corner.”

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