Posterscope India, the OOH company from the Aegis Media Group, has come out with an innovative OOH campaign for the launch of Future Group’s Home Town, said to be the biggest home improvement retail format in India.
Posterscope India took the task of launching the biggest store in Mumbai to the next level by creating an unprecedented exposure in the central suburbs of Mumbai. The campaign strategy was to create and impact in the catchment areas of central suburbs. More than 100 premium and iconic large format OOH media options are used to create an impact on the arterial routes, potential catchment suburbs and new townships.
Also, the central suburbs have some media dark areas like Powai and LBS Marg. High impact innovations were used there to create maximum impact on the media options taken. For example, to highlight the service of painting, a mannequin was put up on a ladder to showcase the painting related offering at the store. High impact neons and huge cut-outs of bath tubs and sofa sets were put up to make the offerings stand out. A total of four different innovations were used by Posterscope for the Home Town campaign.
Haresh Nayak, Country Head, Posterscope India, said, “We are happy to be associated with Home Town and Future Group. The store has a very unique offering, and being the biggest in India with everything under one roof, one can actually visit a single place and create a home. We worked with the client and used OOH in a very tactical and strategic manner to ensure highest footfalls at the store.”
Home Town will provide consumers with all that goes into building a house and everything to make it a home. Spread across an area of over 2 lakh sq ft, Home Town offers consumers the largest choice and variety under one roof and a specialised team of experts to set it all up for them at their home.