DLF The Groove

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, 3, and 4 BHK Starting at Rs 2Cr

The Challenges

01

To cater for the maximum number of leads from the NRI audience.

02

Creating a buzz about the DLF The Groove in that area specifically for Indian expatriates.

03

The ticket size is on the higher side based on the highlighted locations.

Campaign & Execution

The Approach

The Approach was to educate people residing globally about DLF’s investment-based projects at multiple locations with an unmatched lifestyle in the dedicated areas. This also included planning the campaign altogether and running and showcasing the projects in the best possible way. DLF has been one of the oldest players in the Indian real estate industry and now it had to be expanded globally.

Campaign Execution

The campaign’s main objective was to target the Indian people residing in various countries like Singapore, The USA, Malaysia, South Africa, UAE.

Since we had to showcase multiple projects, we used an Umbrella landing page . It highlighted the basic details of the projects, and once the customer is interested in either of the projects, they could simply fill in the form and be re-directed to the chosen project’s landing/project page.

We leveraged various platforms for the campaign’s execution:

Google Search Brand
Google Display and Discovery
Facebook LG and NF

SOLUTIONS

Deploying Umbrella campaigns to minimize internal competition by sibling projects of the brand
Deploying individual campaigns with A/B testing to avoid overlap with internal competition
Enhancing the communication collaterals to keep the target audience interested
Strategic selection of digital platforms of high velocity and specific targeting of location and prospects including interest bifurcation on the basis of homes and plots
Optimizing high performing ad sets while creating test ad sets to accommodate the iterations
Maintaining regional communication & linguistic approach to establish a competitive edge over the channel partners’ approach

Result

Enquiries Made
750+

Enquiries Made
300+

Walk-Ins
135+