Aarti Pahwa, New Delhi
Continuing with its promise of making each occasion even more special and memorable, Mochi, one of India's largest fashion footwear brand rolled out an extensive OOH campaign for Diwali. The campaign is executed by its OOH agency PrimeOutdoors.
The objective behind the campaign is to generate brand awareness and establish themselves as a brand which is awesome and contagious. Using the strategical planning tool, the campaign was planned and spread across the cities considering the relevant touchpoints for the brand through billboards, DOOH and mobile media.
As a part of innovation, PrimeOutdoors's team along with the marketing team of Mochi shoes ideated the concept highlighting the grip of a shoe and the stylish nature of the variants on a billboard in Pune.
Commenting on the campaign, Shwetal Basu, Head-Marketing, Metro Brands commented, "Our brands stand for high quality with style being the central theme. The main communication was to highlight the range of designs that we have introduced for our customers and heighten their festive frenzy. Outdoor media has always worked for us and we used it to communicate with the locales. Our agency, PrimeOutdoors, picked up the essence of the campaign very well and we are quite happy with the choice of locations as well as quick turnaround time to ensure we were present during the peak of the festive season."
Rathnakar Rai, Managing Director, PrimeOutdoors, added, "It is always a special feeling to service a client that is with us for a decade now and we have always looked to up the ante with every campaign that we have executed for them. I think the level of confidence that the brand's marketing team has shown in our abilities to create visibility for their brands has always spurred us to deliver more. We are in the process of rolling out a few more ideas in coming months including increased usage of digital OOH media."
The campaign currently running across the country has caught the imagination of locales and is also resulting in higher footfalls into the brand's stores.