Case Study _ Times Property- Home Affairs

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BUSINESS CASE

Times Property organized the sixth edition of its Mega Property expo, Home Affairs to

guide consumers to get the best deals. The two-day event showcased over 5,000

apartments, independent villas and gated communities from over 40 builders & developers.

The Times Property Bangalore edition ran a special pullout on the ‘Home Affairs’ expo that

featured some of the biggest giants in the realty business.

Times wanted to push the boundaries of the solution to get more people engaging with the

advertisers and more people actually visiting sites. They wanted a marketing promotion

campaign to achieve higher walk-ins to events where they promote properties and then

steer visitors to the actual properties.

SOLUTION

The big idea was to get the properties near the user and

allow them to get the details, experience, compare and

decide all at their fingertips.

Users could capture any of the real estate ads from their

mobile phone that appeared in the newspaper to see a

walk through video of the property, get more details and

even understand the neighborhood.

23 real estate ads in a single day leveraged the benefits

of mobile and visual recognition. This powered a superior

extension to traditional media and brought a new

strategy for leveraging print ads to gain the much better

effectiveness than events and road shows.

Property Developers have now found a way to market

themselves better than what they could through the

conventional ads

Case Study _ Times Property- Home Affairs

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RESULTS

More than 28,500 engagements achieved in a single day amounting to nearly 3,000

hours of virtual site inspections.

If the duration of brand exposure were to be compared to TV, the number of

programs to be delivered would exceed 1800 slots.

20% of the users who engaged with the ads actually contacted the realtors

LEARNINGS

A strong correlation was observed in the user behavior, for brands with similar

offerings and pricing range.

The whole industry now understands the best way to present their brands.