EKTA World is a Mumbai-based real estate development firm famed for its thoughtful planning, marvellous architecture and excellent execution. The group has a number of success stories to its name including Lake Homes, EKTA Meadows, EKTA Terraces, Lake Superior, EKTA Empress, Ecstasy I & II and Eminent across Mumbai, Pune & Nasik.
EKTA World’s Virar project had 850 ready-to-move-in units & its Nasik project had 100 + ready-to-move-in units. However, the developer’s previous offer of a 20:80 flexi payment scheme did not elicit any demand as it wasn’t able to attract a larger audience.
The EKTA Lucky Home ‘Life Ka Chance’ campaign was created keeping in mind the aspiring home buyers who long to fulfil their dream of buying a house in Mumbai. The brand ambassador of the campaign was Anil Kapoor and the aim was to provide premium affordable homes to the potential buyers at a judicious price. The campaign offered deals valid on the projects in Virar and Nashik.
The campaign was executed as a non-governmental scheme inspired by PM Narendra Modi’s “Housing for All” initiative. A 5 phase contest was conducted where people had to register to enter the lucky draw and pay an amount of Rs.21,000 as a participation fee which was refundable. The results were announced on a lucky draw basis and winners got the chance to buy the homes at prices lower than MHADA rates.
Team EKTA was highly skeptical about the potential reach of digital channels to their Target Audience. Also, we were not able to track the final results because of lack of proper systems to manage the flow of inquiries.
Since the prices were less than that of MHADA, we expected a large volume of enquiries & also closures. But driving people to make those payments and collecting EMDs was a itself a challenging task.
Technology & platforms played a major role in overcoming the above mentioned challenges by the use of Sell.Do - our Sales & Marketing Automation platform.
The primary goal was to drive top of the funnel leads for Ekta’s Virar and Nasik projects to nurture. The secondary goal was to increase brand awareness and spread brand values among stakeholders.
The campaign was a successful attempt to attract and engage a higher number of customers using Technology tools & platforms.
1000+ EMDs were collected out of which 850 Lucky winners would get houses at prices lower than MHADA rates.