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Case Study
Indian Realty Flash Sale 2016
2nd Edition

About Indian Realty Flash Sale (IRFS) 2016

The Indian Realty Flash Sale (IRFS) is India’s first and largest Real Estate flash sale. The digital event offers a transparent and hassle-free home buying experience for consumers, with the best deals in the market for a limited period. Furthermore, it creates a consumer-centric platform that brings together developers and consumers, passing benefits directly without the involvement of middlemen.

IRFS 2015, the first edition, saw over Rs.300 Cr+ worth of inventory sold and over 14,500 coupon downloads.

The 2nd edition, IRFS 2016, was the biggest real estate marketing event of the year, featuring over 600 developers across the country’s biggest cities including Mumbai, Delhi, Pune, Bangalore, Chennai and more. We wanted to make the process easy for buyers - it was as easy as signing up, downloading the coupon and showing it to the developer to avail the offer.

  • Consumers are waiting for the market to bottom out and hesitate before taking action expecting better deals will come their way
  • Getting customers to take action within a short span of 15 days
  • Creating enough buzz across all brand touchpoints to generate a large volume of leads within the short time span
  • To maximise traffic on the site as well as number of leads vis a vis interest shown in projects
  • To improve brand engagement for IRFS

Brand Ambassador: Sharman Joshi

Sharman Joshi was selected as the brand ambassador for IRFS 2016, in order to generate higher brand engagement, create a buzz and add a high recall value to the campaign.

The idea was to create a video series with the ambassador and also incorporate him in the campaign visuals, radio communication and on the website for maximum recall.

Concept: #RukaTohGaya

The campaign tagline of Ruka Toh Gaya was used extensively and propagated as a hashtag to create urgency in the minds of the users. The underlying messaging was “If you wait for a better deal, a better price, you’ll lose out on the opportunity of a lifetime”.

The concept was designed to be a hard-hitting one, targeting fence sitters (waiting for the market to bottom out) and pulls attention to the limited period aspect of the sale

The philosophy behind gamification and the Octalysis Theory of Gamification was applied extensively in applying “baits” across the websites.

  • Baits included contextual prompts such as “Hot property- coupons just downloaded!”, “Only 1 coupon left! Ab ruka toh gaya” or even “Selling fast! (X) number of coupons on this property are already sold out”.
  • We also used the theory of scarcity or loss aversion and created a “Frenzy Hour” - one hour where a site visitor (picked at random) would get a free coupon. SMSes were sent out at the start of the hour to maximise site traffic during the Frenzy.

You can read our blog post on Gamification at IRFS 2016 here.

Media Planning
The media planning strategy was to first create touch points across all mediums - both online & offline - for maximum reach, and then translate that traffic into leads on the site with an engaging UX.

Offline mediums included hoardings and radio. Online platforms included Google, Facebook, DoubleClick and content marketing platforms like Taboola & Outbrain.

User Experience on Website:  www.irfs.in
The website was designed to be an easy-to-use portal, or deal discovery platform, with an engaging user interface to maximise conversion.
Some of the elements incorporated into the information architecture were:

  • Unique filters - Users could filter properties by value for money, savings, trending properties, etc.
  • Project USPs - Each property’s page featured 3 customer-favourite highlights about the project to make the buying decision easier.
  • Segments - Properties with the maximum savings, best deals, etc. were segmented for each city.

Social Media
Platforms used included Facebook, Twitter & Instagram. While minor promotion was done, organic reach & engagement was the focal point.

  • All call-to-actions in social media posts were directed toward the site to maximise traffic.
  • Engagement was increased with rich media solutions, brand ambassador posts, video promotion & contests.

Two contests were run on Facebook, Twitter and Instagram:

  • The first one was a photo-contest where users were urged to share their “Ruka Toh Gaya” pose to win.
  • The second was a “share your Ruka Toh Gaya moment” contest where customers shared stories of one “grab-it-before-it’s-gone moment” they have experienced.

Both contests were executed successfully with high engagement and Twitter virality in Mumbai & Pune.

Digital Advertising Campaign

  • Google and Facebook were used to reach the goal for initial stages - to increase CTR and get maximum traffic on site.
  • In addition, DoubleClick by Google was leveraged to give us additional reach where Google Display Network(GDN) had its limitations.
  • At the same time, Dynamic Remarketing on GDN helped us retarget consumers with projects they had shown interest in.
    • Dynamic ads essentially helped us target users based on their search queries as well as the properties they have already shown interest on the website. We achieved better recall and better quality leads using this product of GDN.
  • Video ads with Sharman Joshi were promoted via YouTube & Facebook Video Views to drive higher engagement & urgency for users to visit IRFS website.

  • 116% rise in organic traffic to site, compared to IRFS 2015
  • A reach of 26 million (India & Global via outdoor + radio + digital campaign)
  • 10.85 Lac traffic generated
  • Average time on site during the campaign - 2 min 39 sec
  • A total of 35,516 leads generated
  • 9,984 paid coupon downloads

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