Executes branding and visibility activities to promote Levis’s CURVE ID designed specially for woman
Levis appointed Percept Out of Home their creative mandates to execute the outdoor campaign for their newly launched Levis’s CURVE ID with the brand mantra “We believe it’s about Shape not Size”. The campaign kick-started on December 10, 2010, will roll out till January 15,2010 Pan India covering metros and to be metros.
Percept Out of Home identified a sniper approach to reach the target audience by engaging them with the brand rather than going loud across the streets. The outdoor activities were conducted in best and the busiest of malls, multiplexes like Fun Cinemas, Inox & PVR etc and cafes like Café Coffee Day etc. The convenient, cost effective and a relevant media, the mobile media also came in where ever required to support the conventional and unconventional media.
Commenting on this activity Mr. Sanjay Pareek, President, Percept Out of Home said, “Percept’s ‘planning approach’ where the use of media assets across all the format; malls, multiplexes and cafes too as the dwell time for the target customer is higher in these media, is given more emphasis than just a large format conventional outdoor assets, to get better Return on Investment for the client through higher OTS and Reach. The client was also very supportive of this planning approach.”
Elaborated Mr. Rajneesh Bahl, Business Head–Outdoor, Percept Out of Home, “The brief was very simple, loud and clear. The end target audience are woman so let’s create awareness of the benefits and what the 3 different fits are all about. The team developed a strategy and implemented the same. It was clear that it’s just not about going loud across the streets this time, rather have a sniper approach and catch the TG where they are or would be.”
He added, ”It was more about the leisure and hangout areas such as malls, multiplexes and cafes where the TG spends their maximum time either shopping or catching up with their favourite stars on a movie or updating themselves about what’s “IN”. Hence malls, multiplexes and cafes had a major role to play”.
The campaign executed and rolled out with its clear objectives is creating a phenomenal buzz all over.