Brandscope India communicates Embassy Group’s property - Embassy Pristine through outdoor innovation
Mumbai,March 25th 2014: Brandscope India – the outdoor arm of the Posterscope Group again hits another nail of innovation in the outdoor space in Bangalore for the launch of Embassy Group’s luxury property - Embassy Pristine, Bangalore one of the leading property developers of India. The objective of the campaign is to introduce the new property in an impactful and unique manner stating its USPs for a sustainable lifestyle.
Given the stated objective the Embassy’s creative agency Oysters Advertising devised this innovation to create a visual impact through a 3D effect of the elements highlighting the features of the property on the billboard. Brandscope then implemented this effectively. Four such innovations underlining 24 x 7 water supply by putting live buckets, solar energy by putting solar panels, rain water harvesting by sintex tanks, pollution free transportation by cycling to work elevated the connect with the target group.
Speaking about the campaign, Reeza Sebastian, Head - Residential Marketing, Embassy Group, said, “OOH has been a large part of our media mix and we have found the traditional Outdoor medium to be far more effective in communicating our message around residential projects. We wanted to particularly highlight the sustainability initiatives at our lake front project, Embassy Pristine in Bangalore and keeping this in mind, our agency Oysters Advertising has conceived a very innovative and clutter breaking campaign that has resonated well with new customers”.
Explaining the concept behind the campaign,Arun Kumar, Creative Director, Oysters Advertising, said,” "The idea was to start a conversation and develop a social campaign that engaged our core audience While we have always endeavoured at Oysters to deliver out of the box solutions for Embassy, we sought to challenge the OOH box with the Embassy Pristine campaign. The objective of communicating the green initiatives and its real everyday benefits came to be distilled in the line "Green living gets real at Embassy Pristine" . The innovative concept developed by our team along with the strong support from Embassy Group and the flawless execution by Brandscope went a long way in making the campaign a huge success.” ..
Addressing the innovation, Haresh Nayak, Managing Director, Posterscope Group commented, “While we are increasingly being surrounded by new age digital opportunities, this campaign suggests that innovative campaigns can be intelligently delivered on traditional outdoor properties when combined with the right operational expertise which group Posterscope as a group abundantly possesses.”
Fabian Cowan, Vice President, Brandscope India added, “The essence of a good concept lies in its effective implementation. The client’s belief in our abilities to carry out this well thought out innovation was the key to this successful campaign and we consider it a privilege to be associated with Embassy Group.”
Innovation has been the essence of the company going out to promote and grab eyeballs for brands and products generating buzz and curiosity.
The Embassy Pristine Outdoor Innovation Campaign was recently awarded a ‘Silver’ at the 4th exchange4media OOH Advertising Awards 2014, in the category ‘Best Creative in others’.
Brandscope India is part of Aegis Media’s Posterscope Group in India. The Aegis Media India group comprises Posterscope the global OOH sector leader, Brandscope, Hyperspace (Retail), Ambient OOH, PSI (Airports), Carat, the world’s largest independent media communications specialist, Vizeum, Carat Fresh Integrated (Experiential), Doosra (Creative), Isobar, the global communications agency with digital at its heart and IProspectCommunicate 2, the global leader in search and performance marketing.
About Embassy Group
Embassy Group is one of the leading property developers in India with a track record of over 27 years in real estate development. Embassy has an extensive land bank across the country and has developed over 29.8 million sft of prime commercial, residential and retail space in India along with international operations in Malaysia and Serbia. Embassy’s portfolio of real estate developments spans the commercial, residential, retail and hospitality segments of the real estate industry. While the commercial real estate business includes the development of business parks for the IT/ITeS sector, SEZs and corporate office space. Embassy’s ongoing residential projects include luxury apartments, villas and integrated townships. Embassy’s residential projects are also designed to obtain IGBC Green Homes gold ratings as part of the efforts towards creating sustainable developments.