Tempest’s big idea behind Cybercity’s hit campaign.:

Some time ago, Hyderabad was asking “What’s that big keyboard with the space at the centre?” It was a vibrant and eye grabbing piece of outdoor advertising – billboards all over the city sporting a keyboard with the spacebar in the middle. We present you the case of the campaign – as we crafted it.

The Client:

Cybercity Builders and Developers – the name is well known.Their residential properties in Hyderabad – Rainbow Vistas, Rainbow Vistas @ Rock Garden and Marina Skies – are landmarks. Their vision of creating Hyderabad’s Happiest Homes is a catchphrase of commitment.They have rolled luxury into affordability and offer naturally blissed homes situated at the heart of town.

The Product:

Cybercity’s latest lifestyle residence – Marina Skies – is a lakeside designer apartment. It’s located at the heart of buzzing Hyderabad – minutes from HITEC City.

The Buyer:

Cybercity’s projects target the upwardly mobile new-age affluent. Typically, we were looking at the IT upper-middle demographic.

The USP:

Marina Skies offers lakeside living at the heart of the city. A lot of breathing space [They have 80% open space] at the centre space of Hyderabad.

The Key Idea – The Keyboard:

If we had to name one element that fills the life of an IT person – it’s the keyboard. Something they are always working with – something they related with instantly. One element – that defines real estate is location. Space. How much space, and where? Tempest rolled the two key concepts into one. Space at the centre.

The Campaign:

We extended the entire range of Marina Skies’ USPs in tune with the keyboard idea. SPACE AT THE CENTRE / THE BIG SHIFT / THE HIGH RETURNWe created interest by changing the positions of the spacebar, shift and return tabs. We linked the ideas of Return, Shift and Space with ROI, Lifestyle and Location. Thus the campaign was born.

The Bottom-line:

The campaign was a runaway hit for two clear reasons.

• It was a fresh take on real estate ads that have done the “happy family” and “luxury elevations” images to death.

• It linked creatively the TG to the USPs