This is an explanation of a pitch-deck of an AV based turnkey brand campaign which we had pitched to a client who happen to be from the real estate industry. This was an audacious attempt from our end too, having known the brand may not be willing to go ahead with such an idea. But we still wanted to give-it a shot.
The Idea – “Brand Name” believes in happier healthier families & thus with the help of handwriting analysis by the renowned Graphologist, make a month long workshop based event which drives home the idea of a – “Better, healthier & mentally strong families”.
Execution – The campaign would be a month long Campaign which would consist of 5 hero content
1. The creation of the idea Brand AV (last upload as BTS cuts, and envisioning of the campaign showreel)
2. Getting in touch with “renowned graphologist & agreeing to a help guide citizens to become mentally healthier citizens of Kolkata
3. ‘Handwriting expert-the aforementioned renowned graphologist’ explaining Graphology & how small changes in your handwriting can actually help improve your mental health.
4. Event AV – Online + Offline Event Coverage
5. Awareness AV about how the event was among the people who have attention, closing note by ‘the renowned graphologist’ followed by the brandname Ambassador/Director byte in lines with the event & how “brandname” believes in the idea of – “Better, healthier & mentally strong families”.“
An “X” number of repurposed content would also be delivered.
KPI – The key metrics which we would be measuring during & after the campaign, to measure campaign success?
1. Positive engagement on content vs Negative engagement on content
2. Brand awareness in terms of social engagement
3. No of visitors to the campaign landing page
Story of our meeting with the Brand Manager who also happens to be the Director of the Company went smooth. He liked the idea & we start going back & forth with the commercials.
After about 2-3 such follow ups, I decided not to follow up, when I didn’t get a positive response. I am that sort of a man who would not persuade too much. That’s how I am.
Lesson Learnt – Kolkata & their business community may not yet be accepting of ideas which are not “sales oriented” or advertisement oriented.
Life Lesson Learnt – Not everything has to go our way. Way back in 2017 or 2016 when we were working with Urbana we had pitched such a “out of the box campaign” & it did get passed. We had a gala time during the shoot of that campaign, & May be that gives us the impetus to try & never give up. Some battles would be won, some lost, but the struggle & hunger for excellence should never cease.
The real estate market of Kolkata is slowly yet surely embracing content marketing as a way to talk & communicate with their audience.
Like I had shared on one previous article Srijan Realty Pvt Ltd is doing wonderful in terms of putting up good content & making huge inroads for being a more communicative social brand.
Jain Group too has been been putting up actual photographs of their properties on their Instagram profile. I have even heard that they have a brand AV coming up, where the directors themselves would be speaking about ‘Why Jain Group’? Supposedly it may be their brand film.
Seeing such inroads made by these brands makes me say that the real estate market community in Kolkata has indeed embraced content marketing with arms wide open.
It will take a long time before the whole real estate community embraces end to end content & media to market themselves.
It’s not too far before we see a documentary like the one produced by National Geographic on Mr. Hiranandani building Powai showcasing some of the stalwarts of the real estate community from Kolkata who is helping shape the urban landscape of the city.