Property Perfume: Can you Smell The Money?
Magicbricks releases a New TVC in its 360 Integrated Marketing Campaign.
August 12, 2014: Want to sell a house? Getting a good deal from genuine buyers is the biggest challenge. Magicbricks is the answer. Here’s how – watch the hilarious commercial here – bit.do/mbtvc
In addition to the existing 3 TVCs Magicbricks is adding another creative and releasing an Integrated Marketing Campaign with a 360 degree media mix – TV, Print, Digital, Outdoor, Social and Mobile.
The new creative is different from the earlier ones, as all the other ads are aimed at ‘buyers’ and this creative is aimed at ‘sellers’.
The weird salesman character now speaks to sellers, introducing his latest gimmick – ‘Property Perfume’ that when sprayed on your property will attract buyers ‘jha-pack!’ (voila!) – Refuting this nonsensical solution – the magicbricks anchor explains how in a simple ‘2-Step Property Listing’ on magicbricks.com thousand of buyers can be found – that too for Free! on India’s No.1 property portal.
Ankur Suman, Senior Brand Design Director, RKSwamy BBDO explains, “Continuing the story of the weird salesman vs. the good friend from magicbricks.com, we now talk to sellers who are looking for buyers for their property. Often, getting the right customers for a property becomes a time-consuming process. And being a truly comprehensive property portal, magicbricks.com is a great help in this regard as well.”
“Creatively, we have maintained the ‘zaniness quotient’ of the weird salesman as well as the solution that he has come up with this time! So this TVC is not only talking about a new benefit of magicbricks.com, but also serving as a good reminder of the previous leg of the campaign.” Suman adds.
Explaining the rationale, Sunil Kukreti, Senior Partner, RK Swamy BBDO says, “The key issue to be addressed in the TVC was how to attract sellers to post their property for Sale on Magicbricks. The format of the TVC was to make a completely bizarre statement in the context of selling property which tickles the viewer and gets quick attention and recall. This TVC being a part of a series, it maintained the ‘over the top’ tonality of the other campaign TVCs.”
The campaign has been initiated in TV and will run across top TV Channels in GEC, Movies, Infotainment, Music, English Entertainment, News, Business News and Regionals including Tamil, Telugu, Kannada and Marathi.
“Probably for the first time in the category, there is an ad which is aimed at owners and landlords wanting to sell their properties. This campaign is an affirmation of our intent to invest behind our brand and to penetrate deeper into the category. Our focus remains on aggregating quality traffic and buyer profiles on Magicbricks” says Sudhir Pai, Business Head, Magicbricks.com.
All the ads can be seen here – http://bit.do/all4mbtvcs
About Magicbricks.com –
Magicbricks.com is India’s No.1 property portal. With monthly traffic exceeding 6 million visits and with an active base of over 5 lakh property listings, Magicbricks provides the largest platform for buyers and sellers of property to connect with each other in a clear, transparent manner. With this in mind, Magicbricks has innovated several product features, content and research services, which have helped build the largest relevant audience pool in India. Click here for more – www.magicbricks.com