The retail activation by 4P Brandcom, an OOH specialist agency, across Ahmedabad, Chandigarh and Nasik for Armstrong and in Delhi for Euro Tiles has helped power the new product launches by the two companies.
Speaking to exchange4media, Jerald Stephen, COO, 4P Brandcom said, “The main objective behind the campaign was to strategically position the new products at vantage points and increase visibility at various dealer and retail outlets.”
While Armstrong is into the business of bathroom fittings and floorings and is now venturing into tiles, Euro Tiles is now venturing into bathroom fittings.
The retail activation was carried out in January and February.
Stephen further said that the creatives were done by the creative agencies for the two companies; 4P Brandcom redesigned the creatives as per the exposure of the campaign.
Suhel Tandel, Retail Head, 4P Brandcom added here, “The objective was defined by selecting metrics to measure success of brand awareness, which in case of few companies, fail to actually measure based on unbiased response, more or less like an in-store survey asking shoppers to rate their awareness of brands on a list. Once we had the metric, a target was set for achieving the goal for success.”
He further said that for Armstrong, the agency opted for a dual product visibility mechanism, which took care of retail branding. Simultaneously, the agency handled their exhibition, which was conducted in Nasik. “This path was necessitated as a communication strategy to enhance dealer/ distributor and shopper visibility index, generating a much superior and effective RoI,” he added.