allaboutoutdoor.com Bureau, New Delhi
Fiama Di Wills, the personal care product range from the stables of ITC has recently launched an OOH campaign in Mumbai to promote its product that has been voted as the best product by Nykaa.com Femina Beauty Awards 2015 which honours the best of beauty products in different categories. Fiama Di Wills Enlivening Beads Blackcurrant and Bearberry Shower Gel which has been displayed in all the campaign billboards, were the winners in the ‘Body’ category voted by 15,000 customers online across 36 categories.
The entire campaign exercise has been carried out to create a top of mind recall for Fiama`s consumers in the market and also spread awareness about the product`s novel christening. Interestingly, to showcase both the flavours, Fiama Di Wills has stationed different illustrations at different sites. The imagery of the advertisement displays the shower gel with the communication that it has been voted as the best product. Apart from that, the billboard has the brand logo and product tagline.
Bright Outdoor has executed the campaign at more than 30 locations on different large format billboards across Mumbai`s high traffic spots. The brand has engaged in large scale OOH activations in the past, with the same asset owner, carrying out different product campaigns in February this year and November as well as May last year.
“We have had a long drawn relationship with ITC as we have executed various campaigns for the company over the years. For the current campaign we had to fight clutter and amplify the campaign with high impact sites. The main aspect was to highlight that the product has been voted the best product. Therefore, we planned a high intensity campaign establishing the objective of creating a high top of mind recall for the brand. The product category itself needs to be showcased with minimal communication and heavy visual appeal, hence, we mainly used large format hoardings in key areas of Mumbai to gain maximum eyeballs and to spread awareness that the product has won the award,” says Yogesh Lakhani, CMD, Bright Outdoor.
The half-a-month long campaign was categorised according to different locations in Mumbai, namely; Eastern Express Highway, LBS Marg, Central Zone and New Bombay. Thane, Bhandup, Mulund, Chembur, Vashi, Andheri, Sion, Mandvi, Dadar, Kurla, Ghatkopar and Wadala are a few locations where the FiamaDi Wills campaign can be noticed.