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L’Oreal Paris hits city roads for Fall Repair 3x

Milestone Brandcom and Sonam Kapoor splash 520 touchpoints in seven cities to launch new product BestMediaInfo Bureau | Delhi | May 28, 2012 L’Oreal Paris is dominating the outdoor landscape yet again, this time with actress Sonam Kapoor. Out-of-Home brand communications agency Milestone Brandcom has brought the latest anti-hair fall range by L’Oreal Paris out into the streets. ‘L’Oreal Fall Repair 3x’ is a new range of hair care products launched by L’Oreal Paris that reduces hair fall caused due to breakage by 90 per cent. Its unique formula is enriched with Arginine which energises the hair roots to help repair hair from root to tip. India was the first market in Asia to witness the launch of this triple anti-hair fall product as hair fall is the No. 1 concern of Indian women across all age groups. The campaign objective was to highlight that the triple benefits of L’Oreal Paris’s Fall Repair shampoo. The campaign targeted women who face problems of hair fall, between the age group of 25 and 45 years, and therefore the young and vivacious Sonam Kapoor was chosen as the brand ambassador of this revolutionary new launch. The media mandate to Milestone Brandcom was to launch the brand amongst the vast consumer segment in India with a big bang by capitalising on the beautiful brand visuals and a single minded message – Hair fall. Get to the root of it’. The agency devised an all-pervasive OOH media plan to tactfully target the TG – mainly women by following their movement within a city – along arterial roads, key junctions, transit and congregation points right up to the last mile of purchase. The media mix was an assortment of large format billboards and gantries to create impact; bus shelters to build reach and frequency; pole kiosks to drive saliency; and mall media and female security panels to influence point of purchase. The bright and bold colours of the creative, Sonam’s captivating visuals and the right media mix helped create top of mind recall. The campaign was executed across seven cities at about 520 total touch points, said Imtiyaz Vilatra, Founder Member & Managing Partner, Milestone Brandcom. Custom shaped pole kiosks were used to drive salience and provide continuous presence in key stretches, arterial routes and high traffic junctions across the cities, building maximum frequency and TOM awareness. The ordinary 3x6 rectangular kiosks were converted into the shape of L’Oreal bottles thereby assuring dominance in select target areas. The creatively cut kiosks and the vibrant layouts looked strikingly beautiful during day and night. To further dominate the city streets of Mumbai, Loreal Paris zones were created at various key junctions across the city (Worli Naka, Cadell Road and Juhu). All billboards, bus shelters and kiosks at these traffic junctions were taken up to display L’Oreal Paris’s new launch, thus ensuring premium positioning. Pankaj Sharma, Group Product Manager at L’Oreal Paris, complimented Milestone Brandcom on their execution abilities and said he looked forward to working with them again. He said, “The OOH campaign was well planned and executed. Milestone Brandcom leveraged the creative very well and created a great impact. Our first consumers of Fall Repair do recall the message from the outdoor campaign. It was a flawless execution and gave us a good mileage at the time of IPL hype.” Info@BestMediaInfo.com
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