We wanted to create a long-lasting impression in the minds of our consumers by increasing our brand presence, visibility, and share of voice. However, in a hyper-competitive, oversaturated housing market, breaking through the cluttered OOH space was a challenge. So, we took the liberty to challenge preconceptions through some unconventional messaging.
Target Audience
- Millennials and young professionals seeking modern homebuying solutions.
- Digitally connected consumers influenced by engaging and witty advertising.
- Urban residents exposed to outdoor media in high-traffic locations.
- Individuals motivated by contextually relevant and relatable messaging.
- Consumers open to discovering and trusting new brands through OOH presence.
Scope of the OOH Campaign
- Town-wide implementation with a mix of traditional and dynamic DOOH media.
- Eye-catching yellow backgrounds paired with punchy, double-entendre copy.
- Increased brand awareness through high-visibility in strategic locations.
- Real-time updates on DOOH screens tailored to traffic and audience patterns.
- Enhanced ROI tracking via data-driven technologies and programmatic tools.
Talking about the creative elements that went into delivering the impact, We used some punchy, tongue-in-cheek but contextually relevant copy against a yellow backdrop and double-entendre phrases to catch the attention of millennials, making them aware of our efficient and easy homebuying services and grab maximum visual-cum-mindshare through eye-catchy billboards.” Some of these tongue-in-cheek lines included, ‘Threesome on your bucket list’, ‘Size Does Matter’, ‘Do it on the office table, couch or on your bed’,‘Do you want to see the naked truth’ which were quite obviously an instant hit among the audience and garnered maximum shares on online outlets
Double meaning humor
‘Threesome on your bucket list?’ The phrase is double meaning humor of Square Yards, which encourages the public to stop and stare at it. They try to attract people through their humor to visit the Square Yards website, and enjoy Free Interiors, Property Management & Loan when you buy a home through us.
Traffic due to Square Yards Ads
Through “Theka kitni dur hai?” we asked the public about the distance to their watering hole and emphasized that home by Square Yards will fulfill all their such requirements through our valuable services.
Inappropriate humor
Every teen or young adult is today being sensitized about body positivity and the fact that size doesn’t matter. However, this Square Yards ad says that size does matter. This strong message attracts eyeballs that slowly go on to the next line, which declares that buy a house with Square Yards that fits your needs! We ask the public not to compromise on comfort and buy a house big enough to fulfill their requirements.
Beware of cringe content
In this ad copy, the we asks if we can take your wife on a date but to show her ‘her’ dream house. And they also request the husbands to meet the Square Yards people on Karwa Chauth to gift her their dream home.
Social Media Campaign
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