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XRBIA picks Ideas@work for its teaser campaign

XRBIA Developers hires Ideas@work creative agency for their teaser campaign to promote their project XRBIA.  The objective of the campaign was to promote “XRBIA as a country”. This concept of promoting XRBIA as a country was taken forward with the thought of running the Teaser Campaign as a Tourism Campaign where people are invited to visit and experience the country. The line “Visa on Arrival” was coined to invite people to visit the country.
This idea was generated keeping in mind that XRBIA - the word itself stems from the word Exurb = a location in the outskirts of a city. And this would be true for all future projects, Townships in 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 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 & Digital medium were used to promote the Brand as a tourism destination and position XRBIA as an idyllic country.
The Outcome of the campaign resulted with about 30,000 likes, which is commendable. Also the Facebook Page received 27,000 likes by the time the teaser ended on 20.06.12 barely 4 days after the launch on Monday. There have been more than 4 million page views and 1.3 million unique visitors on the facebook page.
The number of people talking about it exceeded 24,000 when XRBIA was unveiled as Real Estate Company. Many of the Interactions were about people asking where the new country was, some asking if it was a rebranding campaign by Serbia, some even applying for a job in the country. The high amount of interaction with the page content just helped reinforce the success of the campaign.
Creative team on the campaign:
  • Creative Agency: Ideas@work
  • Marketing & Branding Strategy & Consultancy: mConsult, GroupM  (Strategic Marketing Consultancy of GroupM)
The print campaign includes major dailies like The Economic Times, Mumbai Mirros, Pune Times and Gujarat Samachar. On the Internet, Travel portals like Make my trip & Yatra, and Mass reach portals like Yahoo, Google, YouTube and Facebook amongst others will run the campaign.

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