Percept Out of Home, a division of Precept Limited, bagged DLF’s latest retail campaign account. The Great Shopping Extravaganza from the DLF’S Retail stable was launched in mid-July 2010 and ran through August 2010. Percept Out-of-Home was appointed as the OOH agency to execute their outdoor activities around the posh locales in Delhi.
In order to offer an exciting shopping experience to shopping enthusiasts across Delhi, Percept-OOH designed and created an innovative campaign. The campaign used gigantic cut-outs of shopping bags and stiletto shoes to capture the wide attention of its target audience. The campaign had a strong impact on its TG which translated into increased awareness for the campaign and escalated sales for DLF’S Retail.
Commenting on the success of the campaign, Sanjay Pareek, President, Percept Out-of-Home said, “We are happy to be associated with DLF’S Retail. The client brief was to create a buzz around their highly popular shopping festival. They wanted a presence around niche market locations in Delhi where their Target Group resides and also around the shopping venue. We conceptualized the campaign and used innovation at all the landmark sites to spread awareness for the festival thereby creating a strong impact with all shopping enthusiasts.”
“The thought behind the visual was to create a larger than life imagery, as is evident in the disproportionately large bag and shoe which only serves to convey the range and variety one can get at the shopping festival. The same was amplified in the OOH space by making cut-outs of these bags and shoes”, he added.
Though the campaign seemed easy, the execution was complex at many locations and involved instant out-of-the-box thinking by Percept-OOH. At many locations the beading stroke frame needed to be removed and reinstalled to adjust the cut-out.
Added Sanjay, “At Percept, any and every outdoor campaign, no matter what scale and volume, is given uniform treatment. We pride ourselves on our innovative thinking and flawless execution”.
Percept Out-of-Home won the DLF Retail account after a stringent process of selection amongst multiple agencies. The agency’s lateral thinking and seamless execution translated into heightened levels of awareness and incremental sales for DLF Retail in Delhi.