Cannes Lions

ROHAN MADHUBAN BUILDERS & DEVELOPERS

OGILVY & MATHER, Bangalore / ROHAN BUILDERS & DEVELOPERS / 2007

Film
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Overview

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Credits

Overview

Description

This highly effective campaign was about a missing cocker spaniel, Rusty – the teaser campaign prior to the launch made people to believe that a little puppy has gone missing. The response was tremendous – concerned, worried and curious callers enquired about Rusty and offered to help. After the huge buzz, it was revealed that Rusty has been found from inside a villa at Rohan Madhuban, thus enabling the unique and successful launch of the property, and highlighting the spacious nature of the same.

Execution

The teaser campaign featured posters (put up in parks, shopping malls, cafes and grocery stores), handouts (distributed at popular hangouts), desperate-sounding emails and SMS messages (sent virally) and even a webpage – all looking and sounding like genuine pleas to help find Rusty. Classified ads were also released and radio announcements made to add credibility to Rusty.

After a week, it was revealed that Rusty has been found – thus launching the property as well. The launch was supported by Radio announcements and a webpage for the same.

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