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Milestone Brandcom executes OOH campaign for eBay

13-January-2010
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Milestone Brandcom executes OOH campaign for eBay

Milestone Brandcom has partnered with eBay to create awareness through a high decibel OOH campaign with eye catching innovation in metros. The campaign has been live for 10 days now.

eBay India (www.ebay.in) has launched a new integrated campaign aimed at expanding the online shopping category in the country. The new campaign aims at having more online users shop on eBay India and highlights ‘The eBay Way’ for the best deals, widest range of products and most trusted method of online shopping.

Imtiyaz N Vilatra, Founder Member & Managing Partner, Milestone Brandcom, said, “We had suggested a plan to the client that was frequency- and reach-led with exposure across all the arterial roads. The campaign was executed in Mumbai, Delhi, Bangalore and Hyderabad. We created visibility on the main corridors to drive frequency and create maximum registrations for eBay in a very short time period. We also targeted high-congregation points & shopping zones to maximise relevant exposure.”

Team Milestone Brandcom suggested three innovative outdoor ideas to add the ‘wow’ factor to this campaign for which Wieden & Kennedy Delhi had made the base creatives.

The first idea involved the Infinity Mall on Andheri Link Road in Mumbai. A 35 feet by 25 feet innovation was executed, where bundles of products in 3D format were displayed. The products ranged from cars and bags to umbrellas, TVs and computers. The idea was to demonstrate to consumers the range of products available on eBay.in.

The second idea involved putting billboards and bus queues where retro-looking loudspeakers were displayed (in line with the TV commercial) to convey the great discounts and value that consumers could find on eBay.in. The third idea was that of a 3D cutout of a TV to demonstrate the fact that the latest gadgets are available on the site.

These innovative ideas were ideated, developed and executed by the Team Milestone Creative of Anusha Arora and Vinay Chauhan. Kashyap Vadapalli, Director – Marketing, eBay, said, “Milestone Brandcom have done an outstanding job, which has resulted in tremendous amount of buzz among consumers.”

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