Future Group roped in Percept Out-of-Home to execute the outdoor campaign for their newly launched third Central Mall, the lifestyle retail format from the group. The campaign kick-started on April 28, 2011 in Sarajpur, Bangalore, and was targeted at the youth TG.
With an objective to highlight the new launch of the mall and expose the brand ‘Central’ to new customers in new locations, Percept OOH used conventional media messages on billboards, pole kiosks and mobile vans. The application of neon on the third Central portion was the creative strategy behind the campaign that created an unforgettable impact on the audience.
Commenting on the activity, Rajneesh Bahl, Business Head-Outdoor, Percept Out of Home, said, “The task was to create the desired awareness within the specific catchment with the help of OOH media. The plan went according to the brief and the client was comfortable with the tasks executed. The client rated the overall response of the target group and the success of the campaign as ‘Good’.”
Elaborating on the branding strategy, Deepansh Bhargava, Brand Activation Manager, Central, “Marketing has emerged into a new stream called Brand Activation. Due to excessive brands entering the market and too many ads cluttering television screens, the challenge was to make the brand more visible. This is a challenge for all Brand-Managers now. Commercial ads on television have created discomfort among consumers. I believe that consistent brand activation creates a permanent image in the consumer’s mind. Out Of Home Media, Catchment initiatives and in-mall activities play a very important role in making our campaign successful.”
He added, “Understand the target audience and catchment thoroughly, then activate your brand. And show them to the consumers by directly interacting with them in events and locations such as concerts, malls, societies, clubs, colleges, schools and other suitable venues. Take one best thing about your brand and use that concept to activate that brand. Brand Activation helps in supporting your advertising strategy, improves your positioning and helps you to keep up to the consumer’s expectation.”
Having a mall presence pan India, Central is owned by the Future Group and is spread across cities like Ahmedabad, Bangalore, Hyderabad, Pune, Mumbai, Vadodra, Gurgaon, Indore and Jaipur.