Early last week, Milestone Brandcom executed an innovative outdoor campaign for Tata DOCOMO across Madhya Pradesh and Chhattisgarh (MP&CG). The campaign was rolled out for Tata DOCOMO’s recently launched brand stores in the region.
Milestone Brandcom depicted the retail theme, ‘fitting in an entire life in a store’ with an out-of-the-box OOH campaign. In it, an actual car was mounted on a billboard in Bhopal and some suitcases stacked up on top of it. The car was then outlined with white LED lights along its edges, which gave it an attractive glow during the night and helped gain better visibility.
Commenting on the medium, Somdev Sen, Head of Marketing at Tata DOCOMO (MP&CG) said, “People buy newspapers to read news, tune in to radio for music, or watch television for news and entertainment – hence advertising is looked upon as an interruption. But outdoor is the only medium where advertising is not an interruption, but a welcome platform for information dissemination.
“We wanted to infuse life into an otherwise static medium and this initiative has not only managed to grab mindshare, but also get noticeable attention through press and PR coverage,” he added.
The campaign brief outlined the need to generate awareness and create a buzz around the newly launched stores. Imtiyaz Vilatra, Founder Member and Managing Partner, Milestone Brandcom said, “The communication objective was to generate maximum footfalls to the store.”
The strategy adopted was that of location branding – by being present within a kilometer radius of the stores – and announcing the arrival of Tata DOCOMO in the neighbourhood.
Vilatra mentioned that the campaign was exciting in terms of culling out the initial research and execution of the innovation.