Top Story

e4m_logo.png

Home >> Out-of-home >> Article

Cosmetic giant M.A.C launched on Myntra with high-decibel OOH campaign

08-September-2017
Font Size   16
Cosmetic giant M.A.C launched on Myntra with high-decibel OOH campaign


Myntra has launched leading professional cosmetics brand, M.A.C.


The launch of MAC was planned and executed with a multi media pre buzz to identify and reach out to the premium consumers.


OMI (Outdoor Media Integrated ), the agency vertical of Laqshya Media Group was assigned the responsibility to create the buzz for the newly launched M.A.C collection on Myntra. The agency planned and executed the entire campaign with a strategy to reach out to their prime target audience effectively. The Out-of-home advertising campaign was initiated across 3 major cities - Delhi NCR, Mumbai and Bangalore.  The campaign focused on the female population especially the working professionals aged 25 to 35 so the media planners primarily handpicked the media assets at the most busiest B2B stretches to ensure immediate reach followed by creating strong reach by mapping the travel journey and being visible in all key arterial routes to create frequency for the campaign.




A lot of insights were put in place to arrive at the pockets that would have the best impact on the potential customers like studying the visibility parameters and traffic counts of different stretches to offer the best permutation and combination. The OMI team mapped the media units corresponding to the day- part analysis of the TG to arrive at the most impactful media plan. The creative that exclusively portrayed vibrant lipsticks was heavily highlighted using media innovation for all three cities. The creative was an instant eye catcher with its night mode lighting effects and was capable to hold the attention during daytime too.



Talking about the success of the campaign, Naresh Bhandari, COO, OMI, said, “We are extremely happy to have launched the M.A.C range for Myntra. Working with Myntra  is always a pleasure and our Planning & Buying , Operations and Client Servicing teams are always excited to deliver them the very best. The campaign is undoubtedly the most visible brand on Outdoors these days and the media innovation has further added to the existing buzz. We have not just delivered them a successful campaign that's high on visibility but, a strategy evolved media plan that would keep the buzz going for as long as the campaign, creating reach and frequency simultaneously.”


Speaking about the campaign, Sujith Nair, Senior Director, Brand Marketing at Myntra said, “We are extremely content with the OMI team that has delivered very good visibility for the launch of M.AC.’s new collection on Myntra. With this campaign, we intend to reach out to all our female customers and bring the world of global cosmetics brands right at their finger tips. The media innovation has been successful in grabbing instant eye balls and the buzz is helping to get us the digital traction.”

Tags Myntra Mac

Vijay Mansukhani, speaks to exchange4media about the resurgence of Onida, the scope of growth of consumer electronics market in India and the reasons why Indian consumer electronics brands don’t compete on a global scale

Projjol Banerjea opens up about hiring Anne Macdonald and GroupM's Rob Norman, and the brand's new identity

Meera Iyer tells exchange4media that in FY 2016/17, bigbasket clocked a revenue of Rs 1,400 crore. The online supermarket currently stands at 70,000 orders a day, with operations in 25 cities.

CMO, Kashyap Vadapalli on the start-up’s marketing play, why it has decided to stay away from IPL and response to its furniture rental apps

Projjol Banerjea opens up about hiring Anne Macdonald and GroupM's Rob Norman, and the brand's new identity

CMO, Kashyap Vadapalli on the start-up’s marketing play, why it has decided to stay away from IPL and response to its furniture rental apps

The aim is to advance the company’s goal of simplifying its business and drive deeper service connectivity to its clients