Discover how Lodha used Fire TV ads to help create awareness amongst potential audiences for their new residential luxury homes
Lodha, one of India’s leading real estate developers, has passionately created landmarks across residential homes, offices, and retail spaces with a vision of “building a better life.” The brand wanted to drive awareness and consideration for their new residential developments in Maharashtra. In order to do this, they worked with Amazon Ads to help them leverage solutions to create a campaign that inspired prospective homebuyers.
Driving awareness through Fire TV
Working with the Amazon Ads team, Lodha and their agency partner iProspect, used Fire TV ad solutions to help showcase their luxury homes in a campaign called “Live Life to the Fullest.” Fire TV devices let customers stream a wide selection of movies, TV shows, popular apps and channels, live TV, Alexa skills, and more, for a theatre-like experience at home, which is what Lodha wanted to achieve. In this campaign, they enlisted the help of their brand ambassador Akshay Kumar, a Bollywood actor, to help tell Lodha’s story.
Lodha leveraged one-day takeovers of the premium Feature Rotator slot on the Fire TV homepage in India to help reach relevant connected TV audiences. So, as viewers hovered on the Feature Rotator slot, a full screen brand video auto-played the “Live Life to the Fullest” Lodha Luxury Homes campaign. Viewers could also find a QR code and a toll-free number at the end of the video to help them get in touch with the brand’s customer service team and learn more about the offering.
Driving results
Lodha saw that its luxury homes campaign achieved a reach of over 8 million ad impressions amongst Fire TV audiences at a video completion rate of 70% (out-stream format, higher than Amazon internal category benchmarks) and a clickthrough-rate of 0.4%. The brand also observed an average spike of ~18% in the keyword queries on other websites for Lodha during the campaign flight on Fire TV.1
"Lodha is known for its differentiated, clutter breaking communication. We have always been keen on exploring and adapting newer innovative solutions to connect with our consumers. Amazon Fire TV enabled us to seamlessly reach the growing connected TV audience.”
— Raunika Malhotra, President - Marketing and Corporate Communications
“Competing for the attention of Real Estate buyers is tough. It was important to find a way of being visible without noise from other brands. With the increasing size of the connected TV audience, it is important for a premium brand like Lodha to be present over the medium – That’s precisely what we managed to do by collaborating with Amazon Ads. This industry-first campaign on Fire TV in the Real Estate category has helped us reach out to premium audiences as well as drive high visibility across this audience.”
— Vinod Thadani, Chief Digital Growth Officer, Dentsu Media & CEO iProspect
1 Advertiser-provided data, IN, 2021
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