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Milestone Brandcom promotes GIHED on outdoor platform
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network2media Bureau   
Friday, 29 July 2011 09:00 (IST)
High impact MUMBAI: The Gujarat Institute of Housing and Estate Development (GIHED) came into existence with the efforts of the builder fraternity. It's a first of its kind of Institute within the construction business in the nation. In order to promote better relations between the consumer and the builder fraternity and reward noteworthy efforts, GIHED has instituted the GIHED Awards. In order to popularise the awards, the institution has taken the outdoor advertising route. Milestone Brandcom, the leading OOH agency has executed the campaign.

Shining bright in the night GIHED has taken first steps towards betterment of relations between the consumer and the builder community. The unique concept is such that it motivates the consumer to give their best shot towards betterment of not only their homes but also their surroundings. The Institute is motivating individual consumers, society residential complexes, and commercial complexes to come forward and participate in the initiative and in return the fraternity will reward the efforts through the GIHED Awards.

Large format It is a motivational factor for each and every consumer taking part in it whether individually or in a group. Their efforts will be appreciated and rewarded with award titles as the 'Best Individual House', 'Best Society', 'Best Office Complex' etc. Not only will the consumer be benefitted with the participation, but also the builder of the chosen participant will be rewarded towards efforts jointly undertaken.

Maximising exposure The TG for the campaign was each and every individual who owns a house or works in an office. The core idea of the campaign was to spread the message that GIHED is an official institute which has come into existence with the goodwill of the builder community. The community wants to bridge the gap between consumers and its core members. By creating an official body such as GIHED, the construction fraternity wants to build trust in the minds of consumers. They also plan to educate and reward the consumers for the efforts taken by them.

Composite display The campaign was one of the most visible campaigns in Gujarat in the month of July 2011 and a talking point. The hype and curiosity has been build up by different messages spread across Ahmedabad with more than 90 touch points comprising of billboards, unipoles and LED screens.

Imtiyaz N VilatraCommenting on this initiative, Imtiyaz N Vilatra, founder member and managing partner, Milestone Brandcom, said, "We are very proud to be associated with GIHED which has come up with such a unique concept, wherein, not only the construction and real estate fraternity but also the consumers will be benefitted."

Strategic placement On executing the campaign on such a large scale, Vilatra said, "We have flooded the entire town with the message conveying the objective of the client. Each and every main and arterial route has been covered with relevant messages, thereby encouraging participation in the minds of consumers. Large scale campaign Media has been deployed all around the town targeting main traffic junctions, educational institutes, residential areas, shopping complexes etc."

Large formats used as the main plank This initiative once again demonstrated the deep linkages between promotions of the real estate industry initiatives and outdoor advertising.

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