In 2013, we set a benchmark for the communication of Gokhale Constructions with the 20-20 campaign. In July 2016, they approached us saying they have completed 50 projects across Pune and have another 50 ongoing and upcoming. They wanted to communicate this achievement to the people of Pune.
Since the total number of projects adds up to 100, we conceived a campaign strategy that would communicate this feat in a memorable manner, to the cricket crazy Punekars. A century being a prestigious achievement in cricket we chose to use a cricket-inspired execution to communicate Gokhale Constructions’ latest milestone.
While most real-estate communication today is sales-oriented, we found this to be an opportunity to create a simple conversation. The communication we crafted spoke of the century of landmark projects they’ve achieved. This gave a warm and endearing feel to the communication instead of the usual transactional feel. The visual communication followed the same thought. It captures the exulting moment of a batsman when he scores a century.
We employed a 360-degree communication approach that included print, radio, out-of-home (OOH) and digital media.