Given the media clutter in any given category, there is a constant need for out-of-the-box thinking to reach the consumers. And this is what OOH player 141 Wall Street (a division of Bates 141) has succeeded in doing for its client Reebok for the launch of new technology shoes, Hexride.
The OOH team has executed an actual shoe window on the back panel of the JCDecaux bus shelter at Barakhamba Road in New Delhi. It showcases 12 different shoes of the new Hexride collection. Live display of shoes at a bus stop is something one doesn’t get to see everyday and the panel is attracting a lot of curious eyeballs. There is also an accompanying vertical panel, which displays a shoe from the collection.
Mandeep Malhotra, Vice President, Out-of-Home, 141 Wall Street, explained the reason behind this innovative campaign. He said, “We were given a brief to get the customers close to the shoe. We felt that in today’s scenario of media clutter, the usual branding exercise will not drive traffic to the store. Hence, we decided to take the shoe out to get the customer in.”
He added, “The challenge was to get Government bodies to give us the approval and also to ensure that technically the display came out well. We were able to carry this off undoubtedly because of the support of the client and their being open minded to such a radical idea.”
Malhotra feels that this is a cost effective medium to reach to the consumers as they see an opportunity to reach to almost 2.5 lakh eyeballs daily on the busy Barakhamba Road through this display panel. The fabrication window cost around Rs 1.75 lakh. These opportunities are more engaging than ever before and would give a new definition to traditional OOH media formats.
He added, “This panel is strategically placed as it is said that any OOH should be close to the point of purchase to convert into sales. There are stores close to this panel and we are expecting to see rise in sales.”
The team is upbeat about the campaign and has plans to extend it to other places exploring other options like a jogger’s park, multiplexes and malls.
Reebok’s new technology shoes Hexride provides added cushioning and comfort to the feet while indulging in walking, running or jogging.
Rajat Sharma who was recently elected as President of the NBA talks about his plans for the industry body
The Country Sales Manager Media at Akamai says that technology seems to be taking over all possible spaces and people considering it in both positive and negative ways
The India Marketing Lead of Skyscanner believes that with the acquisition by Ctrip they have reached the market leader status
Our typical marketing budget is usually 10 per cent of the topline spend
The BBC carried out a survey along with Globescan to see how the world looks at the issue of ‘fake news’
The objective of content marketing is not just to encourage product purchase or generate ROI. The key to its success lies in building relationships based on trust, opines Dasgupta
The interesting animated rap music video encapsulates Droom’s ecosystem tools and their role in facilitating second-hand automobile transactions