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Myntra's Larger than Life EORS OOH Campaign

06, July, 2016

Bhawana Anand, New Delhi

The agency studied the sales data and consumer consumption patterns plotted on the pincode basis heat maps to design the campaign.
  • Billboard | Traditional Media #Wheeler Road, Bengaluru
    Media Price: INR 7,00,000 PM
    Contact Person: Sanjay | Accord Advertising
    Contact Details: +91 9820969807 | info@accordadvertising.com
  • Billboard | Traditional Media #Hosur Road, Bengaluru
    Media Price: INR 8,00,000 PM
    Contact Person: Ashwin | Jagadish Advertising
    Contact Details: 9880048812 | jagadishadvertising@gmail.com
  • Unipole | Traditional Media #Koramangala, Bengaluru
    Media Price: INR 7,00,000 PM
    Contact Person: Palani | Om Advertising
    Contact Details: 9845252350  | palanik05@gmail.com 
  • Unipole | Traditional Media #Audugodi Main Road, Bengaluru
    Media Price: INR 6,00,000 PM
    Contact Person: Sanjay | Accord Advertising
    Contact Details: +91 9820969807 | info@accordadvertising.com
  • Billboard | Traditional Media #Kundanhalli, Bengaluru
    Media Price: INR 5,00,000 PM
    Contact Person: Raghunath | Glad Advertising
    Contact Details: 9845226020 | raghunath@gladmedia.co.in
  • Unipole | Traditional Media #Bandra, Mumbai
    Media Price: INR 8,50,000 PM
    Contact Person: Bikash Saha | Dezens
    Contact Details: +91 9769897250 | bikashblue@gmail.com
  • Billboard | Traditional Media #Andheri, Mumbai
    Media Price: INR 1,75,000 PM
    Contact Person: Shahbaaz Batliwalla | Site N Sign
    Contact Details: +91 9769751769 | shahbaaz@sitensign.com
  • Billboard | Traditional Media #Juhu Tara Road, Mumbai
    Media Price: INR 2,25,000 PM
    Contact Person: Shahbaaz Batliwalla | Site N Sign
    Contact Details: +91 9769751769 | shahbaaz@sitensign.com
  • Billboard | Traditional Media #MG Road, Bengaluru
    Media Price: INR 7,50,000 PM
    Contact Person: Palani | Om Advertising
    Contact Details: 9845252350  | palanik05@gmail.com 
  • Unipole | Traditional Media #Indira Nagar, Bengaluru
    Media Price: INR 6,50,000 PM
    Contact Person: Raghunath | Glad Advertising
    Contact Details: 9845226020 | raghunath@gladmedia.co.in
  • Unipole | Traditional Media #Audugodi Main Road, Bengaluru
    Media Price: INR 7,00,000 PM
    Contact Person: Palani | Om Advertising
    Contact Details: 9845252350  | palanik05@gmail.com 
  • Unipole | Traditional Media #Sarjapur Road, Bengaluru
    Media Price: INR 7,25,000 PM
    Contact Person: Raghunath | Glad Advertising
    Contact Details: 9845226020 | raghunath@gladmedia.co.in
  • Billboard | Traditional Media #Vivek Nagar, Bengaluru
    Media Price: INR 6,50,000 PM
    Contact Person: Raghunath | Glad Advertising
    Contact Details: 9845226020 | raghunath@gladmedia.co.in
  • Bridge Pillar | Traditional Media #Jayanagar, Bengaluru
    Media Price: INR 3,50,000 PM
    Contact Person: Ashwin | Jagadish Advertising
    Contact Details: 9880048812 | jagadishadvertising@gmail.com
  • Billboard | Traditional Media #Rajaji Nagar, Bengaluru
    Media Price: INR 4,50,000 PM
    Contact Person: Palani | Om Advertising
    Contact Details: 9845252350  | palanik05@gmail.com 
  • Billboard | Traditional Media #Hosur Road, Bengaluru
    Media Price: INR 7,50,000 PM
    Contact Person: Palani | Om Advertising
    Contact Details: 9845252350  | palanik05@gmail.com 
  • Unipole | Traditional Media #Andheri Jog Flyover , Mumbai
    Media Price: INR 12,50,000 PM
    Contact Person: Joheb Shaikh | Roshan Space
    Contact Details: +91 9004257921 | joheb.shaikh@roshanspace.com
  • Billboard | Traditional Media #Goregaon, Mumbai
    Media Price: INR 6,50,000 PM
    Contact Person: Mustafa | Foresite Media
    Contact Details: +91 9820519661 | foresite@foresitemediaindia.c
  • Billboard | Traditional Media #Goregaon, Mumbai
    Media Price: INR 3,00,000 PM
    Contact Person: Shahbaaz Batliwalla | Site N Sign
    Contact Details: +91 9769751769 | shahbaaz@sitensign.com
  • Billboard | Traditional Media #Malad, Mumbai
    Media Price: INR 1,50,000 PM
    Contact Person: Jayesh | Omkar Advertising Agency
    Contact Details: +91 9820621613 | omkarads999@gmail.com

Online Sales are not lesser than any festivals for E-Commerce brands. Moreover to combat the online as well as the offline competition, the E-Commerce brands create their offers larger than life by communicating through all medium possible. Myntra, which took repetitive ad spots on all GEC Channels and filled up the leading newspaper pages, also gave the OOH advertising a level playing field in its campaign budgets. Planned and media booked by Ecosys OOH agency, the campaign was made live in top six cities featuring Bollywood  superstar  Hrithik Roshan and Cricketing superstar and fashion icon Viraat Kohli with the communication tagline "'Tayyar Ho Jao" for its upcoming 'End of Reason Sale'.

The communication pitch of "Tayyar Ho Jao" was derived from the desired action of 'Be Prepared' and has a deep fashion connect, meaning getting ready in everyday context which was the prime part of the entire communication plan, including OOH. 

The agency rolled out the outdoor campaign with a unique media plan based on sales data and consumer consumption patterns plotted on pincode based heat maps and took bill boards in traffic direction to ensure a high presence on critical routes. Frequency media like bus shelters ensured brand presence in main arterial routes of the city covering CBDs, shopping destinations thus giving full city coverage.

As a result of the 360 degree campaign, the brand clocked over 2 million item orders placed by the end of Day 1 of the two-day weekend sale. In the run up to the opening of the sale at 12 am on Saturday, around INR 700 crore worth of products were added to the EORS wish list (A special feature offered for EORS-4). The wish list was offered for the first time for shortlisting of items to go on sale. Also, the Myntra App was # 1 on iOS in India across all categories. Myntra and EORS were among the top searched items on Google and Twitter, with search trends higher than Amazon, during the same period.

On the outcome of the campaign, Ankit Dhingra, Sr. Brand Manager- Myntra, commented, "The guiding principle at Myntra is - If you truly desire something, you would do everything to get it. And that was the expectation from Ecosys OOH. We are glad that team not only eschewed that value but also went great lengths to live up to that expectation.

Talking about the desired results, Sujit Banerjee, CEO Ecosys OOH shared, "We are thrilled to be partnering Myntra. We always strive to be ahead of the curve and endeavour to give media planning solutions that challenge the existing rules of the game. We are a new age agency and only agency in the country to give ROI and interface digital to give brands immersive experiences."

Tags :  Myntra EORS OOH Ecosys OOH End of Reason Sale EORS Ankit Dhingra Sujit Banerjee Online Sale Traditional Campaign

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