1. Case Study _ Times Property- Home Affairs
BUSINESS CASE
Times Property organized the sixth edition of its Mega Property expo, Home Affairs to
guide consumers to get the best deals. The two-day event showcased over 5,000
apartments, independent villas and gated communities from over 40 builders & developers.
The Times Property Bangalore edition ran a special pullout on the ‘Home Affairs’ expo that
featured some of the biggest giants in the realty business.
Times wanted to push the boundaries of the solution to get more people engaging with the
advertisers and more people actually visiting sites. They wanted a marketing promotion
campaign to achieve higher walk-ins to events where they promote properties and then
steer visitors to the actual properties.
SOLUTION
The big idea was to get the properties near the user and
allow them to get the details, experience, compare and
decide all at their fingertips.
Users could capture any of the real estate ads from their
mobile phone that appeared in the newspaper to see a
walk through video of the property, get more details and
even understand the neighborhood.
23 real estate ads in a single day leveraged the benefits
of mobile and visual recognition. This powered a superior
extension to traditional media and brought a new
strategy for leveraging print ads to gain the much better
effectiveness than events and road shows.
Property Developers have now found a way to market
themselves better than what they could through the
conventional ads
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2. Case Study _ Times Property- Home Affairs
RESULTS
 More than 28,500 engagements achieved in a single day amounting to nearly 3,000
hours of virtual site inspections.
 If the duration of brand exposure were to be compared to TV, the number of
programs to be delivered would exceed 1800 slots.
 20% of the users who engaged with the ads actually contacted the realtors
LEARNINGS
 A strong correlation was observed in the user behavior, for brands with similar
offerings and pricing range.
 The whole industry now understands the best way to present their brands.
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