Percept Out-of-Home has had its hands full creating the buzz for Indigo Nation’s range of ‘reversible’s clothes during the recently concluded IPL season. The OOH agency has also been selected to handle Levi’s ‘Change your World’ campaign that celebrates completion of 15 years of the denim brand in India. Both the accounts were awarded to Percept OOH following multi-agency pitches.
After a hugely successful season in 2009, Indigo Nation tied up with IPL team Royal Challengers Bangalore for second year in a row this year. To get the brand noticed by the TG in a cluttered market during the IPL season, Percept OOH selected the clutter-free hoardings in premium locations.
Commenting on the campaign, Sanjay Pareek, President, Percept OOH, said, “Working with Indigo Nation has been a pleasure for Percept OOH because of the understanding shared with the client. This is the mark of a successful campaign, this we achieved with Indigo Nation.”
Percept OOH is responsible for planning, buying and executing outdoor media solutions pan India for Levi’s ‘Change your World’ campaign. For this, the agency has carefully identified, evaluated and advocated appropriate propositions, keeping in mind the target markets, target segments and the overall brand positioning.
The campaign includes three major initiatives. First initiative is to identify 15 youngsters through an online process, who embody the personality of Levi’s and support them with fellowships of Rs 1 lakh each to help their dreams shape into reality.
Second initiative is to identify a promising rock band for which Levi’s will produce a music video featuring Priyanka Chopra. The band will also get an opportunity to perform at a three-city tour.
Third initiative is associating with Chevrolet and Apple, where Levi’s will give away customised Chevy Beats, iPhones, Mac Books and iPod Shuffles to youngsters who wear Levi’s accessories.
The campaign was launched on April 9 across 40 cities in India. An eclectic mix of cantilevers, kiosks, bus shelters, billboards, unipoles, malls, mobile vans and gantries have been used to create the desired impact as well as spread the campaign message near store areas. To build frequency, bus wraps and Café Coffee Day branding have been also used to reach a wider cross-section of people.
For a better response, the mediums were carefully mixed and balanced according to the cities. In Mumbai, more focus was on cantilevers, whereas in Delhi, more focus was given to ambient media.
The campaign will continue for 50 days in the 40 cities and will run on different formats. It is expected to reach more than 2.5 crore people. To create a large impact, over 160 billboards, 80 bus shelters, 25 facades, multiplexes, 80 bus wraps, 100 cantilevers, 90 road medians, 70 kiosks, 40 Café Coffee Day outlets, 50 gantries, 80 unipoles, and 5-plus mobile vans are being used.
Vishal Bhalla, Senior Manager, The Levi's Brand - India, commented, “The Levi’s ‘Change Your World’ campaign is one that we at Levi’s are particularly excited about as it marks the 15th anniversary of the Levi’s brand in India. I cannot overstate the stellar role that the team at Percept, led by Ovez, has played in amplifying the campaign, and giving it the scale and stature befitting such an initiative. As a brand, Levi’s has always stood for being original and definitive. This campaign, and the manner in which it has been activated, exemplifies these values.”
Sanjay Pareek added here, “To work with a brand like Levi’s is always a pleasure, and to be a part of their campaign has been a proud moment for Percept OOH.”