Home >> Advertising >> Article

Isobar launches mobile ad campaign for Wrangler’s ‘Stretch Plus’ collection

07-February-2018
Font Size   16
Isobar launches mobile ad campaign for Wrangler’s ‘Stretch Plus’ collection

Isobar India, the digital agency from Dentsu Aegis Network, has collaborated with Wrangler to help the brand launch their latest collection, ‘Stretch Plus’ in India. As part of the launch, the agency has devised and executed a digital media campaign for the Wrangler brand that focusses on engaging ‘followers’ with the product’s latest feature, ‘Extra Stretch’.

In an age where brands are using banner ads on mobile devices to direct users towards discounts or generate other forms of marketing leads, Isobar India has created an interactive approach to engross consumers by extending the stretch feature of the product on the banner itself. Targeting users on touch devices, the agency asks customers to ‘stretch’ the product on the devise for a surprise offer. Every time they stretch the denim on the mobile banner, an offer pops up that leads them to avail discounts on the collection.

The campaign has already garnered a total of 2,618,948 impressions with an Engagement Rate of 1.8%. The number of vouchers/coupons that has been generated until now are 1,147. The same number of new users have also been added to the database. For the record, the campaign has been executed in collaboration with mCanvas Advertising.

Speaking on the launch of the campaign, Suraj Nagappa, Vice President Isobar India states, “Our objective is to nudge the audience and make them experience the stretch feature and drive home the point, albeit in a non-preachy manner. We wanted to appeal to the viewer’s reason, and not just feeling. The brand positioning has witnessed a significant shift to adapt to the evolving consumer behaviour. The Stretch Plus campaign has rightfully delivered on the requirement of Wrangler’s new age consumers.”

Commenting on the campaign, Rohini Haldea, Marketing Head - Wrangler said, “Interactive ads are a good way for brands to get consumers’ attention and engage with them in a way that is meaningful to the brand. With the interactive ad feature, Wrangler’s Stretch Plus campaign is aimed at creating a digital experience that highlights the product benefits in an engaging manner and incentivises the consumer to try the product.”

Tags Suraj Nagappa Wranger Stretch Plus Rohini Haldea

Varun Raina, Marketing Manager, Airbnb India speaks to exchange4media about the successful #LiveThere campaign and how Bollywood helps them connect with its young consumer

Tim Castree is all praises for his team in India and trusts it to be a result of “an excellent execution of agency’s global strategy” headed by Kartik Sharma

Siddharth Dabhade says Criteo’s technology allows brands to engage with shoppers, create relevant experience on retail apps, thereby driving sales and profits

Shantanu Gangane says OTT platform Viu plans around 20+ originals and is all set to enter the Tamil market with a mix of syndicated and original content

right
left
OFF THE CUFF HAS JOURNALIST ARUN SHOURIE IN CONVERSATION WITH SHEKHAR GUPTA IN MUMBAI IAA HOSTS FIRST INDIAA REGIONAL AWARDS (TELUGU) IN HYDERABAD BREAK THE CEILING TOUCH THE SKY 2018 SEES OVERWHELMING INDUSTRY PARTICIPATION 10TH EDITION OF ABC EUREKA AWARDS IN MUMBAI CELEBRATES WORK OF PARTNER AGENCIES EMINENT JURY PICKS LOUDEST’S 100 MOST POWERFUL INDIAN MUSIC BUSINESS LEADERS MODE LOFT BY SABGROUP LAUNCHES SIGNATURE MENSWEAR POWER DRESSING CLOTHING LINE TOP MARKETERS DISCUSS ART AND SCIENCE OF EFFECTIVE LISTENING @PITCH CMO SUMMIT 2018, DELHI THIRD SEASON OF ‘INDIA’S TOP DIGITAL PLANNERS’ RECOGNIZES EXCELLENCE IN THE DIGITAL INDUSTRY WOMEN ECONOMIC FORUM 2018 SEES DISTINGUISHED GLOBAL PERSONALITIES IN ATTENDANCE PEPPER CREATIVE AWARDS 2018 RECOGNIZE THE BEST IN ADVERTISING IN SOUTH INDIA RADIO CITY’S POWER OF RADIO MEET HOSTS TOP ADVERTISING INDUSTRY LEADERS TOP INDUSTRY PERSONALITIES ATTEND ZOOM-MYNTRA EVENING TO CELEBRATE THEIR PARTNERSHIP LEADING MARKETERS, EXPERTS SHARE INSIGHTS ON DIGITAL TRANSFORMATION @ADOBE SYMPOSIUM IN MUMBAI NICKELODEON TRADE PARTY SEES MARKETING INDUSTRY LEADERS AND THEIR FAMILIES IN ATTENDANCE GOLDEN MIKES RADIO ADVERTISING AWARDS 2018 RECOGNIZE INDUSTRY’S MOST DESERVING ACHIEVERS AIMA MANAGING INDIA AWARDS HONOUR THE BEST IN THE INDUSTRY BW BUSINESSWORLD’S GREAT INDIA DEBATE BRINGS TOGETHER INTELLECTUALS ACROSS INDUSTRY SECTORS BW BUSINESSWORLD SMART CITIES CONCLAVE PATNA 2018 SEES EMINENT INDUSTRY LEADERS IN ATTENDANCE EMINENT JURY PICKS WINNERS OF GOLDEN MIKES RADIO ADVERTISING AWARDS MADDYS 2018 SEE TOP ADVERTISING AND MARKETING INDUSTRY LEADERS IN ATTENDANCE

He spent 13 years at HT; his previous stints include Whirlpool, Procter & Gamble and Godrej

The case study explains in detail the people strategy executed at GroupM to ensure its talent is digitally charged and is data-centric.

As Zee Telugu completes 13 years, Anuradha Gudur tells us about the channel’s journey