Campaign Objective
Prestige Group, one of India’s leading real estate developers, aimed to enhance brand awareness and engagement among potential homebuyers. The objective was to reach a premium audience segment interested in high-end residential and commercial properties, ensuring maximum visibility and recall through digital video advertising.
Target Audience
The campaign targeted high-net-worth individuals (HNWIs), business professionals, and aspirational homebuyers who seek luxury living spaces. The ideal audience was digitally savvy, frequently consuming content on premium OTT platforms, financial news portals, and smart TV ecosystems.
Geography Covered
The campaign was executed across six major Indian cities:
- Bangalore
- Mumbai
- Delhi NCR
- Chennai
- Kochi
- Hyderabad
These cities were chosen due to their high demand for luxury real estate and strong digital consumption trends.
Approach
To achieve Prestige Group’s objective, The Media Ant devised a digital video advertising strategy, leveraging a mix of Connected TV (CTV) and premium digital platforms. The goal was to deliver high-quality video ads in an immersive, non-skippable format to drive engagement and brand recall.
Solution Provided
The Media Ant implemented a multi-platform digital amplification strategy:
- Premium OTT and CTV Advertising
Ads were placed on Samsung TV, SonyLIV, LG, and OnePlus TV to capture the affluent segment that prefers streaming content over traditional TV.
- Targeted Digital Video Ads
Moneycontrol was included to engage business professionals and financially savvy homebuyers actively looking for investment opportunities.
SonyLIV provided access to premium entertainment audiences, ensuring high dwell time and brand exposure.
- Data-Driven Execution
The campaign leveraged audience targeting tools to ensure ad delivery to users most likely to engage with Prestige Group’s offerings.
A mix of programmatic and direct placements was used to optimize reach and cost efficiency.
Results
The campaign delivered exceptional performance, surpassing most key metrics:
Impressions: Achieved 111% of the targeted impressions, significantly increasing brand visibility.
View-Through Rate (VTR): An outstanding 90%, indicating strong audience engagement with the video ads.
Reach: Attained 87% of the planned audience, slightly below the target but still ensuring a significant brand presence in the six cities.
Campaign Execution Creatives
Conclusion
The Prestige Group campaign effectively utilized digital video advertising to enhance brand awareness among high-value customers. By leveraging premium platforms and a strategic CTV approach, the campaign successfully maximized engagement and impressions, reinforcing Prestige Group’s position as a leader in luxury real estate.
This case study highlights how digital-first strategies can drive impactful results for real estate brands looking to connect with their target audience in a cluttered digital landscape.
