As a real estate, Thanekar needed to educate its target audience about the brand promise: affordable luxury home within the budget beyond Thane (till Badlapur), grow its awareness and position themselves as one of the market leaders in an increasingly competitive real estate space.
Most importantly, they needed a reliable, consistent and scalable source of qualified leads to meet their ambitious growth targets.
The brand had already tested different advertising strategy with a number of agencies. Their first, an experienced design firm, provided ineffective creative and inconsistent results with no ability to analyse and optimise a pathway to success. Their second agency, a media agency, was unable to deliver leads within their allowable cost threshold.
Synthesis Communication interrogated the brand’s historical campaigns and quickly identified the key issues with their creative and media approach.
We applied best practice Brand Response messaging to a new print campaign and through data analysis determined a media planning methodology that was forecast to deliver a significant volume of leads within the client’s allowable cost threshold.
Our media team identified significant savings could be made in media buy, delivering greater, more targeted audience at a lower cost providing a quick win in reduced cost per customer acquisition. We also implemented a program to test and identify best performing creative approaches and durations.
Synthesis Communication quickly demonstrated the capacity for a disciplined and print and outdoor campaign to meet the business’ objectives.
Since appointing Synthesis the client’s monthly lead volumes have increased by 5 times.
Within the first 6 months we have delivered a significant number of leads for two new projects as per target demographic, giving this brand the leading share of voice in the category and entrenching their leadership position.