Percept Out-of-Home, a division of Percept Ltd, has bagged DLF’s latest retail campaign account. The Great Shopping Extravaganza, from DLF’s Retail repertoire, was launched in mid-July 2010 and ran through August 2010. Percept Out-of-Home was the appointed OOH agency that executed their outdoor activities around the posh locales in Delhi.
In order to offer an exciting shopping experience to shopaholics across Delhi, Percept OOH designed and created an eye-catching campaign. The campaign used gigantic cut-outs of shopping bags and stiletto shoes to capture to attract shoppers. The campaign had a strong impact on its TG, which translated into increased awareness for the campaign and escalated sales for DLF’s Retail.
Commenting on the success of the campaign, Sanjay Pareek, President, Percept OOH, said, “We are happy to be associated with DLF’s Retail. The client brief was to create a buzz around their highly popular shopping festival. They wanted to be present at niche market locations in Delhi, where their target groups are most frequently found; as well as, around the shopping venue.”
“The thought behind the visual was to create a larger than life imagery, as is evident in the disproportionately large bag and shoes, which only serves to convey the range and variety one can get at the shopping festival,” he added.
Though the campaign seemed easy, the execution was complex at many locations, and involved instant out-of-the-box thinking by Percept OOH. At many locations, the beading stroke frame needed to be removed and reinstalled to adjust the cut-out.
Pareek added, “At Percept, any and every outdoor campaign, no matter what scale and volume, is given uniform treatment. We pride ourselves on our innovative thinking and flawless execution.”
Percept OOH had won the DLF Retail account after a stringent process of selection amongst multiple agencies. The agency’s lateral thinking and seamless execution translated into heightened levels of awareness and incremental sales for DLF Retail in Delhi.