BLACK BOX THINKING: THE NEW BRAND FOR VRB LEVERAGES THE POWER OF EMOTION TO POSITION THE LIFESTYLE DESTINATION AS A GAME CHANGER IN THE CATEGORY.
VIRTUOUS RETAIL BENGALURU
Virtuous Retail Bengaluru (VRB) is India’s first truly integrated lifestyle destination. Located in urban downtown Bangalore, this flagship development from The Xander Group brings together premium retail, a boutique hotel, bars, restaurants, a fitness club, a rooftop pool, art installations, collaborative working spaces and a programme of cultural events, making it a completely unique service offering.
The Partners was asked to create a brand that would become the ultimate expression of the unique blend of experiences that VR Bengaluru offers, connecting people and communities with the heritage and culture of their host city.
BRAND STRATEGY AND COMMUNICATIONS
VRB’s imposing black structure and its location provided the springboard for a simple but powerful idea: The Black Box on Whitefield Road. We based the brand on a universal insight around the magic and intrigue of a humble box. A closed box always ignites the temptation to open it, triggering people’s emotions – surprise, excitement, intrigue, imagination or memory – on a universal scale. A box can become almost anything with the power of imagination. It’s a simple metaphor with endless possibilities
that can effortlessly transform the physical space, weaved into the fabric of the city, into an icon.
Encouraging the audience to unlock the ‘box of delights’, the brand reveals the magic within: fashion, fitness, home, kids, cinema, cookery and art. The playful, sophisticated and versatile idea is aligned to the greater aim of the building, becoming something that could be owned by each member of the community in their own individual way.
Working with the VRB marketing team, we developed a rigorous three-stage media strategy, aligned with VRB’s events calendar and the ongoing work of its partner agencies.
The first stage, discovery, aimed to create a buzz around the new destination, introducing the name and address of ‘The Black Box on Whitefield Road’ through social and PR channels.
For the second stage, we created 16 campaign films that showcased the ‘Box of Delights’ and revealed the full diversity of experiences available.
The campaign culminated with an online and print advertising campaign, designed to drive traffic to VRB on launch weekend. The print posters were dominated by the iconic image of a black box, stimulating curiosity and conveying the multi-service offering of VRB.
The black box opened in a multitude of ways, creating 10 signature visual assets that focussed on both the functional and emotional attributes of the brand.
We also created a Book of Delights that showcased VRB’s ‘Playful Sophistication’ personality attributes. This was delivered through a highly tactile and interactive pop-up book, to be used as a memorable gift for prospective investors and tenants.
Two months post-launch, VRB has seen a 99% increase in Twitter followers, a 56% increase in footfall traffic and a 300% increase in total sales. The videos we created achieved a combined 2.4million views, 9,000 likes and 2,000 shares.