LâOreal 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
LâOreal 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 LâOreal Paris out into the streets.
âLâOreal Fall Repair 3xâ is a new range of hair care products launched by LâOreal 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 LâOreal Parisâs 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 â Hair fall. Get to the root of itâ. The agency devised an all-pervasive OOH media plan to tactfully target the TG â mainly women by following their movement within a city â 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, Sonamâs 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 LâOreal 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 LâOreal Parisâs new launch, thus ensuring premium positioning.
Pankaj Sharma, Group Product Manager at LâOreal Paris,
complimented Milestone Brandcom on their execution abilities and said he looked forward to working with them again. He said, âThe 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.â