Pantaloons goes aggressive to grab larger pie of sale season

Pantaloons uses print, outdoor, radio, digital and an array of BTL activities to market its campaign ‘In love with sales’

e4m by Priyanka Nair
Updated: Jan 22, 2013 7:50 PM
Pantaloons goes aggressive to grab larger pie of sale season

2013 has just begun and it is already raining ‘sales’ in India. From stock clearance to winter sales, retail chains have gone ahead to attract consumers with discounts and special offers. Pantaloons, the fashion retailer from Future Group, has launched an aggressive promotional campaign named ‘In love with sales’ this sales season. The initiative has been integrated to be a continuation of Pantaloons’ brand campaign ‘In love with fashion’.

The promotional campaign is a 360-degree one with a mix of print, radio, in-cinema, outdoor, mall branding and digital plan. It is aimed at building visibility and frequency for the sale communication. Sharon Nayak Design is the creative agency behind the initiative.

Commenting on the strategy, Madhumita Dutta, Chief Marketing, Pantaloons said, “With the youth as our target, it is important to have an engaging message and a captivating visual to draw their attention in a cluttered market landscape. Therefore, we wanted our campaign to stand out both, visually and in terms of how it gets represented from a messaging point of view.  Simplicity is the core of this campaign. Our endeavour has been to build in a refreshing imagery, be present across the various touch-points and use innovations across media to cut through the clutter.”

The campaign is active pan India except the brand’s Dhanbad store which was inaugurated early this month.

The shopping bag is a key mnemonic of the initiative and has been taken across media – direct mailers to greencard customers, mall branding, etc. To elaborate, a paper shopping bag with the sale message printed on it was neatly folded and sent out to the brand’s greencard customers to invite them for the sale preview. Also, giant size shopping bags with the sale campaign visuals printed on them is installed in different malls across the country to build visibility for the campaign.

Cluster displays are an interesting mix of the sale message, with mannequins holding shopping bags with ‘In love with sales’ printed on them. BTL activities such as tagging of all the shopping bags in the store with tags that have the sale message on them and distribution of balloons that carry the message are also undertaken.

The sale was announced in print with edit wraps on the front page in leading newspapers, while a high decibel outdoor campaign, with close to 275 sites pan India, is serving as a constant reminder to customers about the sale. Innovations wherein ‘50 per cent off’ message is lighted up across big outdoor media formats such as billboard, bus queue shelter and gantries have been attempted.

Digital is also used in the communication plan; in addition to web banners on prominent high traffic websites, regular communication and updates on the brand’s microsite, Facebook page and YouTube channel have ensured recall.

In tandem with the ‘50 per cent off’ sale message, only 50 per cent of the indiatimes website loads when a user lands on it. A large zipper divides the website. One needs to slide the zipper for the rest of the page to appear and the sale message gradually reveals itself.  Fifteen seconds radio spots use humor and exaggeration to convey the sale message.

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