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Embassy Group Integrates TV and Mobile Marketing

Achieves 2.3x higher brand recall and 1.3x higher ad recall in just 30 days.

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About the campaign

Real estate in India is pegged to touch US$ 180 billion by 2020 with 92% home buyers searching for homes on the Internet. Embassy group released fresh messaging about its technology-driven projects, for which they spent heavily on TV by advertising on select channels. The challenge of ramping up digital marketing for an industry which sees long sales cycles was solved by syncing TV commercials with mobile ads, creating a virtual point-of-sale on digital (mobile).

 

 
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Problem
Embassy had to ensure that their priority markets were engaged at the most optimal level of exposure.
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Solution
We identified viewers of its commercials as they aired live on TV and targeted them on Zapr’s ad-tech platform.

 

 

Key Results

644K+
Unique Reach
3.81%
Click-through rate
8%
Lift in Purchase Intent

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What The Client Has To Say

“Embassy has always been at the forefront of identifying and implementing unique initiatives across functions. Zapr has played a pivotal role in helping us magnify the reach and impact of our Future First Campaign, which targeted over 644,000+ unique smartphone users who were underexposed to our TV campaign.”

Aditya Virwani
Chief Operating Officer - Embassy Group

 

When I look at Zapr now today, it almost has become a must-have for your campaigns going forward because of this bridging that they are able to do between the offline and the online world.

Ajay Kaul

Chief Digital Officer, Club Mahindra

We have been experimenting with Zapr for several campaigns in the last few months and it has helped us reduce wastage, create better sequencing and enhance our targeting, all with one platform. It has been a valuable exercise.

Uma Talreja

Chief Digital Officer, Raymond Ltd.

We wanted to understand each and every consumer holistically… We started looking at their TV consumption on a daily basis for the past six months. 
We got great insight in terms of what kind of ads these users are viewing… what kind of creatives we should push to them, what kind of experience [users] should have on the app.

Juhi Singh

Manager Consumer Research & Insights at Myntra

Zapr gives us the opportunity to go beyond what we currently get from TV measurement and look at far greater quantum of data.
In a world where data is becoming the new currency for actually planning campaigns beyond digital, Zapr suddenly opens up the opportunity to look at one of the largest platforms on which money is being spent – Television

Anand Chakravarthy

Managing Partner, Maxus India

…Data and technology is going to play a bigger and bigger role in marketing communication business… Zapr is beautifully connecting the offline and online world – TV and mobile.

Tushar Vyas

Chief Strategy Officer, GroupM South Asia

…they [Zapr] have built out a good platform on the technology side which is very useful. On the other side, from the people’s standpoint, I think they are extremely hungry for making sure your client gets the best…

Subramanya Sharma

CMO at Cleartrip

I really wanted to know at a very granular level, using big data, what the Indian consumer was actually viewing. And I think Zapr really came out with that solution…

Mallikarjun Das

Group CEO, Starcom India

I think it’s a fantastic new tool for everyone whether for a content creator, broadcaster, person in the digital media, advertiser or any other kind of stakeholder. I think it’s going to really revolutionize the way we are looking at getting some sense of data, how people are watching and consuming media

Arnab Goswami

Managing Director of Republic TV

Zapr is a digital media platform which allows marketers to target the people that they communicate to offline, on the online medium in a much more targeted manner.

Mihir Kulkarni

Vice President at Pepperfry

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