Prime Meridian was a relatively unknown entity in the real estate development space in Kochi/Kerala. As they were lacking distinct brand imagery, they were not considered as one among the top players, even though their projects provide some of the best amenities that the top competitor projects don’t provide. The challenge was to get the brand perched itself along with the leading players in the real estate category keeping in mind the limited media spends.
The campaign kick started with a PR stunt, seeding the story of ‘Sachin buying a home in Kerala’, which created a huge hype and became the talk of the town. This was preceded with Sachin’s visit to Blue Waters, the flagship project of Prime Meridian and within no time the brand created headline news in all media channels. Later, Sachin was officially declared as the brand ambassador of the brand and the multimedia corporate campaign was released. The campaign ‘Sachin is Home’ portrayed Sachin in a Prime Meridian villa against the picturesque backdrop of Kerala.
In less than a month, the brand created a 90% resonance with 60% TOM recall from the PR and 30% TOM recall from the aided media (campaign).