New Delhi : BIG Street, the out-of-home division of Reliance Media World, has crossed another milestone by creating an innovative and larger-than-life campaign for NIKE sportswear collection, which includes Airmax 90, Cortez, The Nike Dunk, NSW Tee, Eugene Track Jacket and Windrunner as brands.
In a first-of-its-kind outdoor branding, BIG Street has created real-life wall mountings, with posters of various Indian sports-stars wearing or carrying NIKE products. BIG Street is the first-mover with this high-end and innovative engagement at DMRC Metro station. This campaign which stretches for a month has a total branding space of 4500 sq feet at the Rajeev Chawk Station – one of the busiest one of the DMRC network in Delhi.
Strategically placed at the side-walls of the two main entrances of Rajeev Chawk station, the campaign will ensure to attract 4 lakh commuters who visit the station each day. With an aim of reaching out to the youth of the city, the campaign has engaged the right tool and used apt visuals to appeal to the specific target audience. Similar wall-branding has been also done at the ‘Delhi University’ Metro station, which receives maximum footfall of college students.
The campaign has been aligned with the NIKE’s objective of reaching out to the youth…that too in an innovative and open way. Hence it was required to shortlist a high-impact area which is no only innovative but also puts forward a bold statement. The creative not only focuses on displaying the larger than life impression of youth power, but also celebrates the Indian sports-stars who have crossed many milestones and made the country proud with their achievements. Also, in line with NIKE’s requirement of targeting the specific age group and also of SEC A, Rajeev Chawk is the best fit for the campaign.
As per the recent report by DMRC, Rajeev Chawk station receives a daily footfall of 4 lakh commuters and hence is ideal for mass reach. Counting in the average footfall, BIG Street had identified Rajeev Chowk as the best options due to the fact that more people would be exposed and a subconscious drive to satisfy curiosity could be created. The branding has been made up of Vinyl and covers almost 4500 sq feet of branding space.
The month-long campaign promises to generate great mileage for NIKE as a youth-centric brand and will also raise the level of innovation for the entire outdoor engagement industry.
At the metro station, many commuters – especially young men and women, were seen stopping and viewing the entire branding strip and also posing for photos against the same.