Percept Out of Home, a division of Percept Ltd, has executed an OOH campaign for Lifestyle, part of the Dubai-based Landmark Group. Carried out in Mumbai, Pune and Ahmedabad, the innovative campaign has used Meru Cabs in Mumbai, besides billboards, bus shelters, mobile vans, and bus back panels.
Sanjay Pareek, President, Percept Out of Home, said, “The brief we got from Lifestyle was to announce the sale that they were coming out with. The idea was to drive traffic to the stores.”
He further said, “The campaign was launched on July 27 and will continue till August 30. Mostly billboards were used in the catchments areas. We also used Meru Cabs in Mumbai for greater visibility as these cabs prove to be good means of mobile advertisement. Besides these, billboards, bus shelters, mobile vans, AC buses and bus back panels were also used to create hype about Lifestyle’s latest offers.”
In Mumbai, a convoy of 15 Meru Cabs featuring the Lifestyle campaign on the cab bodies traveled from Inorbit Mall (Malad) to R City Mall (Ghatkopar) via Oberoi Mall.
Pareek added, “We have also put up five hoardings and used bus shelters in Pune and Ahmedabad.”
Lifestyle International (P) Ltd is part of the Landmark Group, a Dubai-based retail chain. Positioned as a trendy, youthful and vibrant brand that offers customers a wide variety of value for money merchandise, Lifestyle India began operations in 1999 with its first store in Chennai. Today, there are 15 Lifestyle stores and eight Home Centre stores across Ahmedabad, Bangalore, Chennai, Hyderabad, Jaipur, Mumbai, Pune, Delhi, Noida and Gurgaon.