The Titan name has long been associated with timepieces that adorned the wrist. Hence, it was no small challenge the company faced when launching their belts and wallets collection, shifting focus from the wrist to the waist.
The task for out-of-home was of ultimate importance – Titan wanted to launch their belts and wallets as a pilot in Bangalore city only, which meant that they had to use localised media and avoid spillover as much as possible into other markets. With OOH being the only medium, the campaign was a true test of the efficiencyof OOH as a medium, and the results would set the tone for the national launch. Mudra Max - OOH, part of the DDB Mudra Group, was the outdoor agency for this campaign.
Based on the ideas presented, product shoots were done specifically for the OOH campaign. Innovations were placed with spread to ensure every corner of the city took note of the campaign. A belt wrapped a crunched billboard, another wrapped vertically around the billboard, a wallet jutted out of the billboard – in some cases, the sheer size of the cut-out used posed a daunting problem. For teams used to implementing 4 ft cut-outs, getting a 20 ft cut-out in front of a 40 ft square billboard was the equivalent of installing a small billboard in itself. More than 20 people worked in tandem to create each execution of the ‘Crunched’ billboard.
Along with the installations, a regular OOH media plan was devised, which ensured proximity to sales points too. Large, high impact sites were chosen for the entire campaign as the emphasis was on creating quick awareness amongst the target audience.
Another media innovation was the activation of the dhobi (washerman) network. Instead of executing a normal leaflet distribution campaign, the agency created specially made leaflets that replicated the actual belts and wallets. The belts were placed in the belt loops of trousers that were sent for ironing, while the wallets were tagged to the shirts. Thus, the brand went straight into the houses of the target audience.
Speaking on the campaign, Sonia Lal, VP, Mudra Max - OOH, said, “This kind of innovation was possible only because the client trusted us enough and went with our creative thoughts. Also, the fact that OOH was used as the only medium to launch the product speaks volumes for the media itself.”
Mandeep Malhotra, President & Head, Mudra Max, added here, “Seldom are brands gutsy enough to give a challenging brief to their OOH partner to create something based on their understanding of media that stands out, complements the marketing plan and delivers the business objective. Titan did just this for their accessories announcement. The current execution helped deliver unprecedented growth in sales.OOH was used as primary media, therefore, belting up outdated notions of outdoor being purely a reminder medium.”
On the response received, Toranj Mehta, Manager, Titan Accessories, divulged that based on the anecdotal response received, people found the innovations clutter breaking, especially the one with the crunched up flex. “Numbers also indicate the same, as sales during the campaign have doubled over pre campaign sales. Overall, the campaign has been appreciated for its refreshing take and innovative ideas,” Mehta added.
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