Speaking of the campaign, Wilfred Fernandes, Founder and Director, Young Creative Services said, âOur campaign was based on the insight that the single-most critical factor which excites any consumer is the Happy Hour or a window for purchase at favorable prices. Happy Hours is a drawing factor that has worked for retail outlets and restaurants. So why canât there by Happy Hours for real estate buyers?â
With the Housing Happy Hours concept as the central pillar of communication the Young Creative Services team weaved out a very vibrant and disruptive visual imagery which captures the limited period offer â 504 hours (21 day booking window), in a very upfront, graphic and impactful manner. To add to the overall impact of the campaign, Young has also scripted and recorded a very peppy jingle â the objective being to create a âhummableâ tune and a jingle that blends in with the Radio Channelâs content in terms of entertainment value rather than being a run-of-the mill programming like other real estate jingles.
Vivek Mohanani, Managing Director, Ekta World said âWe found the idea and concept of Happy Hours which was presented by YOUNG very fresh and engaging from the customersâ perspective. Given the fact that Ekta World has an array of projects at various price point on offer, the concept of Housing Happy Hours blended in perfectly with our objective of creating a limited period umbrella tactical promotion under which all our projects could be offered to potential buyers.â
Young Creative Servicesâ concept and creative was selected by Ekta World from amongst multiple agencies pitching for this campaign that is being rolled out in November 2017. The account will be serviced from the agencyâs Mumbai office.
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He joined the company in 2016 as Head of India and South Asia at Discovery Network