Urbana

Urbana

Kolkata, India

About the client:

Urbana is one of the tallest residential developments in Kolkata, launched at Anandapur, off Eastern Metropolitan Bypass. It is designed by Singapore-based architect Stephen Coates and an initiative of Bengal NRI Complex, a consortium of the Emami, JB, MKJ, Nahata, Shrachi and Sureka Group. Urbana has two 45 storied and five 40 storied residential buildings, spanning 67 acres. Urbana, a premium high-rise residential development offers luxury living in the lap of nature.

Challenge:

Urbana was launched in 2009 and has become one of the most successful residential projects in East India. By 2013-14, the greater Kolkata Market was already exhausted. Therefore the sales started to dip and UrbanDMC was approached to create a worldwide reach out campaign to promote Urbana and to boost their sales.

Execution:

We adopted a pragmatic marketing framework to reach out to the right audience and followed some of the below-mentioned steps to generate leads and boost sales for Urbana.

• We marketed Urbana to people who have Kolkata connection, at a particular affluence level as it’s a premium high rise residential development offering luxury lifestyle.
• Developed powerful digital campaigns for effective communication and generated leads.
• Used an extensive media push including videos, creative banners, social media page updates etc.
• Conducting paid campaigns across different ad platforms online.

Results:

• Successfully targeted 56 lacs potential buyers worldwide, through various campaigns on Facebook, to spread awareness and build online presence in digital space.
• Facebook campaigns generated 7.96 cr Impressions and 1144 enquiries.
• Google Ad campaigns fetched us 3.82 cr impressions and generated 1704 enquiries.