Bureau, New Delhi
A recent 2016 Shopper Study released by Out-of-Home Marketing Association of Canada clearly affirmed that over ¾ of the audience does pay attention to the Out-of-Home ads while they are out especially for Shopping. With the same expectations, Future Group owned by Central launched an Out-Of-Home Campaign to announce the launch of its new branch in Thakur Mall, Dahisar in Mumbai.
Handled by Bright Outdoor Media, the campaign has been designed to inform about the store launch as well as to entice the audience by providing the glance of the store and its offerings to maximise the footfall. And to showcase the grandness and vicinity of the store, OOH medium happened to be the best suited platform for the brand.
Started on 3rd June, a month long campaign captures the adjoining areas of Dahisar such as Mira Road, Borivali, Prabhadevi and Dahisar to attract the masses to visit the store from the nearest areas. Considering the brief to showcase the store on the outdoor platform, majorly king-size sites have been chosen by the brand such as billboards and hoardings targeting areas like markets, highways, flyovers and arterial roads.
Explaining about the creative communication part of the campaign, a variety of creative has been put up on sites promoting the apparel collection of the store including men & women. Yogesh Lakhani, CMD Bright Outdoor Media further explains, "Central is of the one biggest destinations of shopping so the idea was to spread the word about its launch in Dahisar and its nearby areas. The large format sites are fairly visible and coming into the notice of the audience and we wish the brand all success for their new store launch."