Converge.I scripts OOH campaign for Snapdeal.com

The branding campaign was packed with local flavours through use of transit media across Mumbai and Rajasthan to create a dual impact

e4m by exchange4media Staff
Updated: Feb 1, 2012 10:09 AM
Converge.I scripts OOH campaign for Snapdeal.com

Converge Integrated Media Solutions Pvt Ltd (Converge.I), a full play integrated media portal, has scripted an outdoor branding campaign for e-commerce company Snapdeal.com. Converge.I has also garnered high visibility for the brand across the targeted regions of Mumbai and Rajasthan.

The campaign was launched with the key objective of acquiring a unique space among the target audiences, that is, the common man, for Snapdeal.com and was aimed at luring the consumer next door.

The massive campaign was executed with the innovative use of media that played a crucial role in identifying those touchpoints where the brand can make a difference to the actual buyers. The branding campaign was packed with local flavours through use of transit media across Mumbai and Rajasthan to create a dual impact on the minds of the target base.

Commenting on the promotional campaign, Abhimanyu Rishi, Head - Activations, Snapdeal.com, said, “We are glad that the campaign has been able to create the desired impact. The result is phenomenal with significant addition to volume of sales. The traffic on our website is also expected to grow manifolds. Converge.I has played a vital role in devising an aggressive promotional strategy to maximise our outreach and garnering a tremendous response with thoughtful planning and execution.”

Akash Verma, Co-founder & CEO, Converge.I, commented, “We are extremely elated to have received the opportunity of scripting an outdoor campaign for Snapdeal, a dot com company that was ready to experiment. The main focus of our promotion strategy was to create a high voltage impact through the use of alternative medium. We added a local flavour to our campaign for adding that extra zing to maximise visibility.”

Local trains in Mumbai carried amplified the brand message to and fro. The execution was laid accordingly, linking trains in Kandivali and Kurla areas.

The branded wrap concealed exteriors of trains with snapdeal.com and its latest muse, the shopaholic Yamraj. The attention span of these mediums was vast and the idea to go local proved intrusive to gauge audience response. Similarly, in Rajasthan the idea has been implemented on the low floor commuter buses covering major routes of Jaipur.

 

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