Following case highlights how Nobroker.com ran a mass awareness drive in Mumbai at a frugal spend. The brief captures the gist of philosophy, planning, media selection, execution and Impact aspects of the frugal marketing campaign.
About the company
Nobroker is an accommodation discovery platform that helps its users buy or rent a property without paying any brokerage. The company started its journey in 2014 from Bangalore and since then, there is no looking back. In a short span of lesser than three years, the company has established its presence in Major Metros and Tier-1 cities.
The network of landlords active on Nobroker platform is the backbone of their business. Once the majority of landlords are aware of Nobroker and genuinely list their properties on the platform, the platform would become an instant hit amongst users with just a digital marketing nudge. Hence, the agenda of the campaign was specifically to promote Nobroker.com amongst landlord community.
The campaign philosophy of the activity was to plant the frequent and elongated impressions of advertisement near to residential societies as well as commercial complexes in the least cost possible. NoBroker.com realized that as mobile billboards are mainly mounted on the delivery vans of e-commerce companies, the advertisement will follow wherever these vehicles go out for delivery. A typical delivery van generally travels about 60 Kms a day and halts at 40+ delivery points. Every halt is for about 8-10 minutes long and the deliveries are mostly done in residential/commercial complexes. Basically, for a scenario specific to Nobroker, Mobile Billboards provided them a hoarding like advantage at 1/10th of the price.
The frugal marketing campaign went live with 100 mobile billboard units (200 billboards of 40 Sq. Ft.) in Mumbai (within BMC limits). The selection of vehicles was tuned to the objective of evenly covering the densely-populated geographies of Mumbai city. Majority of MBs (50 %) were picked from central Mumbai and remaining order quantity was distributed in South, North-west (Borivali to Goregaon) and North East (Bhandup-Mulund) Mumbai. The execution was seamless and the project was delivered within a lead time window of 7 Days.
Siva Prasad, Director Marketing at NoBroker.com on this frugal marketing campaign: “Our motive behind doing an outdoor activity in Mumbai was to engage those landlords/house owners who are not really tech savvy and are difficult to tap via a digital channel. In mobile billboards, we got the bargain we were looking for. The campaign created a good buzz in Mumbai. The success of the activity is reflected in Listing/Query inflow on our website. A fairly good number of landlords/customers were able to recall from where they got to know about Nobroker.com.
Mobile Billboards can be termed as an innovation in OOH space if we speak in the Indian context. Worldwide, this media space is pursued at a massive scale. In coming few years we might see mobile billboards’ adoptability shooting to the sky and their claim challenging the established conventional channels of outdoor advertisement.”