DLF The Arbour

DLF is a brand that strives to provide real estate development, management, and investment services of the highest caliber.

Below are the focus projects for the campaign:

Objective

Lead generation based on the investment perspective with DLF in India.

Configuration And TGA:

2, 3BHK Starting at Rs1.75 Cr*

The Challenges

01

Creating brand recall across Delhi region (primarily) since the brand is already well-known in this region & a recall is required to gain momentum for launch of their new project.

02

To get maximum number of qualified leads to convert for bookings during the launch phase, in line with their offline strategy.

03

Creating curiosity about the project before the launch of the project.

04

Portraying Experiential Living & South Delhi’s finest luxury homes.

Campaign & Execution

The Approach

The objective was to build recall for DLF in the minds of Delhi residents before we launch TARC (Branding) wherein we started with branding campaigns which were initiated from 30 sept to 7th Oct . This branding campaign was the first phase which was followed by Teaser campaign with an aim to build a hype around the new launch by TARC and its offerings.

DLF has been a notable property in Delhi and has kept prominence for the last 40 years. However, it required retraction as the project was coming up with an unmatched and elevated lifestyle in the South Delhi area, to match the requirements of true luxury and experiential living. This also included the stepwise process of consumer buying:

• Awareness
• Education
• Converting the potential leads to turning them into site visits

Once the market specific to the Delhi region has been aware of the brand recall, we must make them aware of the project offering provided by the brand.

Target Group

Aspirational value was created for the target audience through aspects such as experiential living, greener and healthier lifestyle with good connectivity to prominent parts of the city. Although the market has been extremely competitive, the core agenda was to target the business owners/ nuclear families, young adults, retired/ultra-luxury home buyers & investors, and people looking for an elevated lifestyle experience.

Brand Awareness

Objective

• To create a recall about the brand DLF  in the minds of Delhi audience.
• To maximize the brand reach in the Delhi market to thereby give traction of the launch project.

Execution

During the awareness the communication portrayed the legacy, stature and the prominence of the brand in the market- on the lines of ‘Ready For Today, Ready For Tomorrow’ and highlighting the key positioning with the below indicators.

• 300 acres in Delhi
• 40 years of expertise
• 50 lakh sq.ft. being built

Results

• During the Corporate Branding Phase, we delivered a 40% increase in sales and 300 inquiries made, and 135+ walk-in
• We also achieved 9 leads for searches revolving around brand keywords. The overall CPL stands at 684 approx. For the Google search campaign it indicates that the campaign has performed well as per the industry standards.

Result

Increase in sales
40%

Enquiries Made
300+

Walk-Ins
135+