Bhawana Anand, New Delhi
PharmEasy is a health-care delivery application available online and on Android & iOS. At the click of a button the online pharma company offers free delivery service of healthcare solutions at one's doorstep at prices never heard before. The online brand makes its first appearance on the OOH medium by wrapping up the Mumbai Metro train. The brand which connects with the masses via free home delivery first thought of approaching them with the usage of the outdoor medium to create the brand awareness in its TG's minds.
"We wanted to do an extensive campaign around the brand using Twitter integration and Digital OOH media formats so as to bring a brand impact amongst our TG. Being in the pharma industry, one has to be handy all the time to the consumers. Thereby, we have launched the PharmEasy app. In order to make that public, PharmEasy opted for Metro Wrap advertising", said Saumil Pareekh, Sr. Marketing Manager, PharmEasy.
In association with Times OOH, which handles the advertising rights of this premium property, the new-age brand planned to tap majorly Women audience- Working & housemakers both, by displaying its features and services through Digital Screens located inside the station and Metro Wrap. Interestingly, being an online brand, they also integrated the outdoor campaign with social media to enhance its impact and reach.
"This was the first time in the OOH advertising industry in India that Twitter integration has been implemented on a public domain like metro station. Times OOH feels proud to have executed this campaign in association with PharmEasy and looks forward to many more in future", shared Times OOH Spokesperson.
The brand signed up Train Wrap for 2 months and Digital Screens for 1 month of duration.