Milestone Brandcom OOH campaign makes a point for eBay India

The media plan for the 20-day campaign covered 700 media touch points in Mumbai, Delhi and Bangalore

BestMediaInfo Bureau | Delhi | May 30, 2012

Breaking through the OOH clutter, Milestone Brandcom has executed an exceptional campaign for eBay India. eBay India is India's No. 1 online shopping destination where thousands of manufacturers and merchants list the widest range of brand new every-day use products.

At any given time, there are over 6 million live listings on eBay India across 2,000 categories of products. eBay India has taken significant steps to strengthen the brand through a mix of offline/digital campaigns such as the current 'want it. get it.' campaign.

The brand communication was targeted at consumers in the age bracket of 18-40 years. The main TG comprised value-seeking shopping enthusiasts who are looking for deals. With the 'want it. get it.' tagline, the communication was aimed at reinforcing the role of eBay India in everyone's life. “If you have a want, we will get you a deal” is the promise of eBay.

The mandate to Milestone Brandcom was to position eBay India as the website where one can get the best deals on a wide variety of products. In an extremely cluttered outdoor scenario, the core communication objective was to stand out and make a bold impression in order to drive more customers to the website and make eBay India the hot spot for 'wants' to complement all occasions, right from impressing a girl to contesting for beauty pageants to surviving a sinking ship!

“Communicating with such vast audiences required strategic site selection and fitting media placement. The brand needed to be positioned amongst the masses as a one-stop online shopping destination. The strategy deployed to achieve these objectives was a media burst across key arterial routes and catchment areas, malls, colleges and hangouts. The objective was to build presence and reach amongst key catchment area where the TG would be present,” said Imtiyaz Vilatra, Founder Member & Managing Partner at Milestone Brandcom.

The OOH media plan for a campaign period of 20 days covered 700 media touch points in three major metros – Mumbai, Delhi and Bangalore – and was spread across an assortment of media formats such as billboards, gantries, bus shelters, fuel station branding, pole kiosks, bus side panels, mall facades and metro station media. To tap into the areas close to markets and malls, various unconventional media formats such as mall facades, fuel and railway station media, bus back and side panels, metro station signages were taken up

Commenting on the campaign, Kashyap Vadapalli, Chief Marketing Officer, eBay India, said, “Our recent campaign is congruent with our goal of step jumping ecommerce trial in general and eBay trial in particular amongst shopping enthusiasts. The campaign plays to eBay's core strength of unmatched variety, illustrating not only the width but also the depth in categories available on eBay India. Through this campaign we would like consumers to rediscover their eBay shopping experience with greater variety and better deals.”

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