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Van Heusen’s activation engages affluent audience

13, November, 2019

Aarti Pahwa, New Delhi

The brand in association with Times OOH conducted an activation at the Mumbai airport by engaging with the travelers on the spot.

It is often said the journey is more important than the destination. The experiences that people encounter in their journey have a potential of leaving a long lasting impressions, which could either be fond memories of conversations with fellow passengers or a painful experience of never ending queues or long transit hours. Realizing this fact brands are actively targeting airports as venues for innovative experiences with an aim to build a stronger connect with their customers.  The latest brand to jump on the bandwagon is Van Heusen for its Athleisure range of clothing.

To truly give the brand a larger than life look of its clothing range, Van Heusen decided to go the extra mile. Van Heusen's Athleisure range is both versatile & comfortable without compromising on functionality & style. Since Athleisure is all about being travel ready, the brand decided to let customers experience how their line would look on them as well as make it fun by creating a gif to showcase their on-point travel look. For this, the brand in association with Times OOH conducted an activation at the Mumbai airport by engaging with the travelers on the spot.

The brand was able to spread awareness about their category as well as educate travelers about their affordable trendy outerwear. This also resulted in a higher level of digital engagement & virality that integrated with their online campaign: #VHOnTheGo.

Times OOH reports that 77% of all Mumbai passengers take more than 2 domestic trips in a year and 46% of them take more than 2 international trips. Further, 60% of them claimed that they love to travel. Moreover, Mumbai Airport is where you are sure to find Business travellers that are also known to travel frequently.

Van Heusen also chose to promote their innerwear range on the new Digital array media at Mumbai Airport.

Tags :  Van Heusen Athleisure Times OOH Mumbai Airport Digital

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