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Milestone’s big bang approach for L’Oreal

28-May-2012
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Milestone’s big bang approach for L’Oreal

L’Oreal Paris recently dominated the outdoor landscape in Mumbai, Delhi, Bangalore, Hyderabad, Pune, Kolkata and Ahmedabad. Milestone Brandcom brought the latest anti hairfall range by L’Oreal Paris onto the streets of India.

The OOH campaign was for L’Oreal’s Fall Repair 3X product launch. India was the first market in Asia to witness the launch of this product .The campaign objective was to highlight the triple benefits of the fall repair shampoo with emphasis on its affect on hair roots. The campaign targeted women in the age group of 25 – 45, who face the problem of hair fall. Bollywood glam diva Sonam Kapoor was hence chosen as the brand ambassador for the launch.

Commenting on the campaign execution, Imtiyaz Vilatra, Founder Member and Managing Partner, Milestone Brandcom said, "The OOH media mandate to Milestone Brandcom was to launch the brand amongst the vast consumer segment in India with a big bang by capitalising on the beautiful brand visuals and a single minded message “Hairfall, get to the root of it”. In view of these objectives, we devised an all pervasive OOH media plan to tactfully target the audience, mainly women, by following their movement within a city – along arterial roads, key junctions, transit and congregation points, right up to the last mile of purchase."

The outdoor media mix was an assortment of large format billboards and gantries to create impact, bus shelters to build reach and frequency, pole kiosks to drive saliency and mall media and female security panels to influence point of purchase. The bright and bold colors of the creative, Sonam’s captivating visuals and the right media mix helped create top of mind recall. The campaign reached 520 touch-points across the seven cities.

Custom shaped pole kiosks were used to drive salience and provide continuous presence. The ordinary 3x6 rectangular kiosks were converted into the shape of the L’oreal bottles. The creatively cut kiosks and the vibrant layouts was the highlight of the campaign.

To further dominate the city streets of Mumbai, Loreal Paris zones were created at various key junctions at Worli Naka, Cadell Road and Juhu.

Commenting on the success of the OOH campaign, Pankaj Sharma, Group Product Manager, L’Oreal Paris complimented Milestone Brandcom on its execution abilities and said he looked forward to working with them again. He said, “The OOH campaign was well planned and executed. Milestone Brandcom leveraged the creative very well and created a great impact. Our first consumers of Fall Repair product recall the message from the outdoor campaign. It was a flawless execution and gave us a good mileage at the time of IPL hype.”

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