WATConsult, India’s leading and most awarded digital and social media agency, which is now part of the Dentsu Aegis Network, recently concluded a digital campaign for Asian Business Exhibitions & Conferences Ltd – Real Estate Division.
The campaign was conceptualized keeping in mind ABEC’s decision to go beyond their usual marketing strategy and take a step into the digital space. The key aim was to promote the 25th edition of the Times Property Expo in Delhi and the Property Investment and Homebuyer Show in Singapore.
To create maximum buzz around the same WATConsult launched the activity with the hashtag #AGoodLife. The idea behind this was that everyone should a start a good life with a new home. Apart from social media content and event pages, a video promoting the Singapore event was also created and display ads were run across the Google network. These helped in reaching out to newer audiences, engage them and give them all the information needed about the show at one go.
The campaign was mainly targeted at people who are looking to buy a new home or purchase their second homes in India, Dubai or Australia.
In addition to the #AGoodLife campaign, WATConsult also promoted the developers who would be exhibiting their properties at both the events, along with highlighting various offers like 0% booking amount on certain properties, early bird discounts, free entry and parking. This helped in garnering audience’s attention and led them to the Facebook Event page created for each Expo.
An influencer activity was also conducted a day prior to each event, which helped amplify the reach and impressions for the hashtag #AGoodLife.
Commenting about the campaign, Nazia Sharma, Regional Head at ABEC Real Estate Division commented, “This was the first time we used online promotions for our Times Property Expo, we are glad to see it worked in creating impressions with our audience, even in the short time span. Hope to do something bigger next time.”
Speaking about the campaign, Rajiv Dingra, Founder and CEO, WATConsult said, “The team was excited to work on an international event of this scale with ABEC. I’m glad the campaign went well and the impressions we were able to generate were commendable considering the short duration and the hurried timelines. We hope to do more such work in the future.”
ABEC is a 22 year old organization, which has conceptualized over 100 shows across 10 verticals in over 19 major cities pan India and abroad. A major player in the private exhibition sector, their tagline is – “From Concept to Completion – We are the exhibition specialists.”