Wildernest: Wild ideas, ground-breaking results
Seagull was to launch Wildernest: farm house plots opposite the Sinhagad fort in Pune, spread across a picturesque mountain overlooking the backwaters of the Khadakwasla dam and a dense forest.
The Challenge: A farm house plot is quite low on priority on the TG’s (target group) wish list and hence there is no serious effort taken to look out for the same. The TG was a niche audience and far flung with a MHI of Rs 3 lac p.m. The task for Seagull was to ensure that the TG would arrive at the venue to ‘see’ the project site.
The Solution: Go wild! Seagull positioned the property as an adventurous country with rugged mountains, dense forest and hence branded it Wildernest. Taking the wild outdoor/adventure association forward, Seagull conceptualized a launch event at the site, a 4x4 mountain autocross competition for cars of 1600 cc upwards (Since car owners of 1600 cc upwards formed a major portion of the TG). Wildernest partnered with the official car racing body Maharashtra Automotive Sports Association to host the race. A rough terrain track was specially built for this event. Entry to the event was strictly through participation. Awareness was created through press ads, press conference and outdoors. Result: 75 cars participated in the mountain autocross. Thousand spectators turned up at the venue. 12 plots were sold on that very day itself.
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