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| The Brief |
| The raw site at Ravet was the brief. |
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| Challenge |
| To break through the clutter with a clear product differentiator. To create a concept to bridge the gap between people’s emerging needs and our offering. After studying the site, the prospective buyer, the challenge was to create a USP. |
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| Conceptualization |
| The location would attract first home and second home buyers alike. The concept was to combine everyday living with holiday living. SETU’s tropical architecture and ambience idea solved all the puzzles. It served as an ideal holiday destination as well a great lifestyle feature satisfying our TG. |
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| The Solution: Tropical architecture inspiring a tropical living |
| • Collaboration: With tropical research backing us, SETU played an extensive role in giving a tropical texture to the project. The project name, the apartment design, the club houses concept, landscaping style, tropical amenities and features, the materials to be used… we played a role in many important decisions. |
| • Communication: We intended to create a surprising, memorable communication that reflects the tropical project USP. A fresh, crisp, beautiful, holiday-mood communication was crafted. After photography of models and tropical flora and fauna, tedious-minute-detailed finishing was carried out to create a not-to-be-missed communication. |
| • Media: Reverse gate-fold in the Pune Times was planned to launch with a bang. After creating the need for a holiday on the front, the project unleashed inside as an answer. Launch in Mumbai alongside with half-page ad in Property Times. Simultaneous promotions across radio, online media, blogs, social networking sites. Followed up with full-page editorials in Sakal. |
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| Summary Box: |
| The Tropica project was led through conceptualization, deep study, innovations at every stage, genuineness in recreating the tropical look-n-feel, and breakthrough communication. It was meant to take the market by storm. And so it did. |
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| The Effect |
| More than 58 apartments booked with the launch. |
| Over 100 apartments booked within a week. |
