Privacy, luxury’s lesser known cousin.
When Kumar Properties wanted to launch its next project, the clutter in the luxury and mid luxury segment presented a seemingly unsurmountable communication challenge. How do you stand out among the predictable and repetitive format that passes for luxury real estate communication? Rather than resorting to hollow promises and building a product story, could the perception of luxury itself be changed? The strategy presented to Kumar Properties was to create a separate niche, a separate luxury vertical, with a clear value proposition – Privacy. This wasn’t limited to just the communication, but actually integrated in the product offering as well.
CAMPAIGN : Everyone wants to...
There was a need to establish a new language within the already-cluttered luxury real estate. In a medium that is filled with noise, the same noise, it becomes very critical to do something different just to be heard. While aimed at a specific group, the message is relatable to everyone; a simple idea that immediately becomes the truth. The creative execution is stripped down to the absolute bare minimum, without imagery, just the words.
Ambient extension of the campaign presents itself in strategically-identified consumer touch-points for maximum effectiveness and recall.