OXY BONITA - Homes Beautiful Inside Out


OVERVIEW

Honestly speaking, the construction segment In Pune is arriving to its saturation point. Residential projects are being added at a lightening pace all vying to be sold. In such situation, the visual identity of the brand demands to be different. It must enable the project to be distinguished in the clutter of its competitors. That is the real achievement for the advertising agency as the project is successful owing to its branding strategy.


THE CHALLENGE

Oxy Bonita, 1, 2 and 3 BHK homes & commercial spaces at Lohegaon, an upcoming suburb was not a very popular housing destination. It was lesser known compared to Wagholi, Kharadi or Uruli Kanchan. It was tasking to promote luxurious project of such a magnitude as most of the projects in Lohegoan were mid-sized to solo building projects. So the real challenge was offer to Oxy Bonita an extensive brand visibility and publicity. Thereby present Lohegaon as one of the prospective housing surburbs.

THE INSIGHTS

Oxy Bonita was designed by the best architects who employed a surprising project USP. It was the Spanish architecture which made it so exclusive, so elegant. From the accessibility point of view, Lohegaon was close to major landmarks like Airport, Yerwada, Pune Station and Bhosari. Plus, a major chunk of people from other states were already residing in this area owing to its advantages.

BRAND IDENTITY AND BRAND STRATEGY

We held some fruitful brainstorming sessions.  It was during one such session, we unanimously decided to promote the project’s Spanish architecture. Our team chose a Spanish name ‘Bonita’ meaning beautiful, magnificent. Next, we designed a logo in a golden hue against black backdrop which befitted its lavish lifestyle. We followed it up with an exquisitely designed brochure and launched an outdoor media campaign. We ensured maximum hoardings in Lohegaon and around areas of Vishrantwadi and Yerwada. The idea was to boost the brand visibility of Oxy Bonita in the market.

THE OUTCOME

The communication had been effective with Spanish architecture being the project USP. Soon, the word started spread around that increased the footfalls and confirmed bookings. Oxy Bonita was indeed a resounding success as everyone appreciated the beautifully designed, well-planned brand identity and brand campaign. It was an overwhelming feeling for Qurious Design!
















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