Bureau, New Delhi
In this globalised world that we live in, urbanisation is inevitable and results in cities expanding, living spaces shrinking and therefore time spent out of home increasing. HR Johnson, a Brand which offers end-to-end lifestyle solutions covering Wall and Floor Tiles, Faucets, Sanitary ware & Wellness products, Engineered Marble and Quartz as well as Modular Kitchens recently planned a campaign into two phase essentially targeting the festive period.
Johnsons sure made the best out of both worlds by innovatively using the outdoor medium to highlight- the solutions it proposes to fit everyday objects and utilities into smaller spaces, all the while keeping a relaxing and homely feel.
The campaign, designed by MOMS agency, is aimed at achieving the brand`s vision to bring western and international fashion into the homes of ordinary and as well as design conscious consumers. Since the inception of many builder apartments and houses and the migration of people on a large scale to the metro cities, Johnson aims to captivate the interest of those families who are enthusiastic about setting up a new habitat for themselves. The target group (TG) also comprises all Indian homes, presumably the women of these families who usually look into matters such as home furnishing. The brand's successful position in the global market assures its consumers of high quality product and design standard in sync with the international trends.
The Campaign was strategically planned to spread their presence in the States like Tamil Nadu, Maharashtra, and Goa & Kerala. OOH media was planned to create brand awareness among the core TG by having various media's like large format impact sites, bus shelters, transit media and walk way branding.
Jayesh Yagnik, COO, MOMS Outdoor Media Services, said- "The idea was to create awareness for the Brand HR Johnsons wherein one can get end to end life style solutions. Campaigns were planned in two phases, first phase was during peak festive season and other was post Diwali, both were to create massive awareness."
Keeping the brand imaginary in mind the campaign has been designed for the desire impact with large format traditional OOH & Massive walkway branding at the unique places like Marine Drive of Cochin Kerala.