afaqs!

Rising high: ERA Landmarks

By afaqs! news bureau , afaqs!, New Delhi | In OOH News | September 15, 2011
The hoardings feature a picture of high-rise buildings with a statement, 'Live life 400 feet above the ground'. A strategically placed 3D dummy helicopter on the hoarding highlights the helipad of the building.

The Delhi-based real-estate developer ERA Landmarks, has launched an innovative outdoor campaign for its newly-launched premium luxurious residential project The Skyville.

The hoardings feature a picture of high-rise buildings with a statement, 'Live life 400 feet above the ground'. An innovative 3D dummy helicopter placed strategically on the hoardings, just above the picture of the high-rises, give the impression that the helicopter is landing on the helipad of the building.

The entire outdoor campaign is a normal front-page vertical hoarding in two sizes (20 feetX40 feet and 15 feetX30 feet).

The objective of the campaign is to create awareness about the real-estate developer and highlight the USP of the lush project in the already cluttered real-estate market.

Talking about the brief from ERA Landmarks, Rajneesh Bahl, business head, outdoor, Percept OOH, says, "The client told us to play with the USP of the residential project 'heights', to grab maximum eyeballs. Hence, we developed the campaign around the chosen idea, since the towers are 30-35 storied."

He adds, "Our creative and planning team worked out the brief with a nice innovation, portraying the USP and by creating a surprise element on the hoardings."

The hoardings have been placed at various strategic junctions with high traffic density and signals, where people will stop their cars for some time.

Planned and executed by Percept Out Of Home (OOH), the outdoor campaign kickstarted in Gurgaon, Delhi, recently, and will be carried on till October.

Apart from out of home, the print medium has been used heavily to create awareness about the luxury project.

For the record, The Skyville is a luxurious project with some unique features such as a terrace golf course and helipad, apart from clubs and swimming pools.

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