Since its inception, House of Hiranandani has transformed the ethos and aesthetics of real estate in India, and their new project was no exception. This leading real estate conglomerate was all set to change the skyline of Chennai with the launch of their iconic luxury project, “Anchorage”. This new tallest residential tower in the city offered apartments with exclusive panoramic views of the sea. The avant-garde concept designed by renowned architects and consultants was poised to become a contemporary landmark in the capital of Tamil Nadu.
To create a successful and memorable campaign that creates a buzz about the upcoming tallest landmark and redefines the dimensions of luxury living in Chennai.
Standing tall amidst the other prestigious projects at OMR, Chennai, the biggest challenge for Anchorage was to break through the clutter and do something different than the other brands. This involved risks as well as a brilliant strategy that communicated the core benefits of the project.
Based on our challenges, we crafted a communication plan that differentiated Anchorage. While every other brand in the market focused on luxury living, here we derived strength from Anchorage’s soul USP, thus positioning it as the tallest new landmark of the city.
Even though the strategy got finalized, arriving at the BIG IDEA was not easy. The idea had to be something that the audience could not only gauge but also feel thrilled about. That’s how the campaign ‘Taller than the tallest’ was born, which compared the Chennai’s new tallest landmark to some of the tallest landmarks of the world, taking it a notch above.
Not only did the campaign receive a great positive response from its audience and generated huge revenue, but also created a buzz in the real estate market and went on to become the most successful campaign of 2016 in south India, thus winning the trust of many new customers and successfully building up on the brand’s reputation.