The objective of the campaign by the real estate developer was to promote 'Xrbia' as a country
BestMediaInfo Bureau | Delhi | July 20, 2012
Xrbia Developers, a real estate firm, teased and succeeded to create buzz around its new township. The objective of promoting 'Xrbia' as a country was taken forward with the teaser as a 'tourism campaign' where people are invited to visit and experience the country. The punchline of 'Visa on Arrival' was coined to invite people to visit the 'country'.
The idea, conceptualised by creative agency Ideas@work, was generated keeping in mind that Xrbia stems from the word 'exurb', which implies a location on the outskirts of a city. This would be true for all future projects – townships on the outskirts of a city. The idea also stems from the fact that with 100 new cities by 2030, Xrbia would be creating a country which has a community and culture of its own. The campaign ran across various media vehicles.
The marketing, branding strategy and consultancy was handled by mConsult, the strategic marketing consultancy of GroupM.
The outcome of the four-day teaser campaign resulted in around 30,000 'likes' on Facebook. There have been more than four million page views and 1.3 million unique visitors to its Facebook page. The number of people talking about Xrbia when it was unveiled as a real estate company exceeded 24,000. Many of the interactions were about people asking where the new country was, some asking if it was a rebranding campaign by Serbia. The high amount of interaction with the page content helped reinforce the success of the campaign.
The Facebook page had a tourism destination centric content strategy where Xrbia engaged users about tidbits about the country's cultural nuances including its culinary habits, long nightlife, and penchant for cafes. The campaign began with an engagement programme with a unique contest of “where in heaven is Xrbia?” This drew a lot of interaction with fans having an opinion on where it was located. This set the ground for the rest of the engagement on various aspects of Xrbia and its life.
Munish Bharmoriya, Xrbia Marketing Consultant, GroupM, said, “The approach was to have a 360-degree campaign to reach the target audience and create maximum retention of the brand name and associations. TV, print, radio and digital medium were used to promote the brand as a tourism destination and position Xrbia as an idyllic country where visas were available on arrival. The 'Visa on Arrival' tagline was used as a link between the teaser phase and the brand launch, which indicated that we wished the people to come visit us.”
The TVC highlights a new place where people live with peace, love, laughter, and have a community of their own wherein they welcome their guests with warmth and affection. The integrated campaign included a job ad on www.Naukri.com, a Wikipedia page on Xrbia, a Twitter handle, SMS campaign and a complete tourism website with the Xrbia jingle playing in the background.
The TVC:
Radio had contests running for three days on different aspects of the Xrbian Life – food, music, nightlife etc. where people participated to win vouchers if they could guess correctly amongst the options given.
The print campaign ran in major dailies like The Economic Times, Mumbai Mirror, Pune Times and Gujarat Samachar. On the Internet, travel portals such as Makemytrip and Yatra, and mass reach portals like Yahoo, Google, YouTube and Facebook amongst others ran the campaign.
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