CREDAI is the apex body for private real estate developers in India. CREDAI represents over 5,000 developers through 20 member associations across the country. Now with Vadodara Property Expo round the corner, the biggest challenge was getting people under one roof. Which of course brought us to the search of all the places where there was a large gathering of people. Strange as it may sound, we realized that Vadodara did not have a nightlife. Which was followed by the innovation, where Vadodara Property Exhibition was merged with a food festival, thus Vadodara Property Carnival was born. For the first time in the history of exhibitions, a food festival was merged with property exhibition and lifestyle showcase. We had audience walking in late in the night and enjoying themselves at the expo, which led to a whopping footfall of 75,000.
We started with spreading awareness amongst out targeted audience through a brand awareness exercise. A concept which was targeted at educating the audience as to what kind of property was being showcased. This was followed by a contest which got us tremendous audience interaction. Now when we had a steady base of interaction, we introduced the carnival.
INIT Design Studio was the harbinger of the entire campaign. Being one of the most sought after creative agencies they brought about innovation to a serious subject like property exhibition. They were the creative agency behind the award-winning campaign. As rightly said by Mr. Khantil Mehta, the creative director of INIT Design Studio and Gobananas, “Any innovation being brought in a run of the mill property exhibition needed an out of the box communication. And that was our core objective from the beginning of the campaign.”
Mihir Ranpara, the director of Gobananas added the right amount of carnival to such a vast exhibition which gave us the need for covering the entire event through social media platforms.
Nishit Shah, director Gobananas and INIT Design Studio decided the entire marketing mix giving weightage to digital marketing as he wanted digital exposure to be the key element of a successful event.
Govind Rai, Pranav Patadia, Dharit Shah and Aryan Vijay, the true Insomniacs who drove Vadodara Property carnival to such colossal heights.
The digital activities helped reached 10 lac people in total. With the contribution of fellow Insomniacs Chinmay Gandhi, Sushant Kulal and Namrata Basak, the event was a grand success.