Categories Name : SPECIAL AWARDS
Sub-Category : Best Omni-Channel Campaign Management & Marketing Automation
Campaign Name : MagicBricks
The #PataBadloLifeBadlo campaign for Magicbricks stands as a testament to the power of a synchronized, data-driven programmatic strategy, delivering a massive 34.48 million total impressions and 5.01 million full video views. By intertwining the high-impact storytelling of Connected TV (CTV) with the precision of mobile retargeting through our proprietary Household Sync technology, we successfully converted emotional resonance into measurable action.
The results were anchored in a "Big Screen to Small Screen" journey that addressed the fragmented real estate consumer path. While industry standards for Video Through Rate (VTR) typically hover around 80%, our CTV execution achieved a staggering 94.42% average VTR. This exceptional engagement was driven by precise audience mapping of NCCS A & B households and a creative strategy that prioritized a 20-second "Brand Name Plate" format, which peaked at a 95.30% VTR. By identifying and targeting "Qualified Prospects" including property seekers and affluent shoppers, we ensured that every impression was served to high-intent decision-makers.
The campaign's impact extended far beyond awareness, generating 47.6K high-quality sessions and 1,692 direct leads. This conversion volume was made possible by our Household Sync retargeting logic: users exposed to the Magicbricks narrative on their TV were immediately served personalized mobile ads, driving a CTR that peaked at 0.78%. We further optimized these results through temporal analysis, dynamically reallocating budget to peak engagement windows on Wednesdays and Saturdays, where VTR consistently exceeded 95%. Ultimately, by outperforming the industry VTR benchmark by nearly 15%, the campaign proved that integrating consumer journeys across screens is the most effective way to drive ROI in a high-stakes, cluttered market like real estate.