afaqs!

Tanishq draws customers to new store with teaser campaign

By Surina Sayal , afaqs!, Mumbai | In OOH News | May 10, 2011
Announcing its new store launch, the jewellery brand from the Tata Group rolled out a 'curtain raiser' outdoor teaser campaign.

On April 29, the jewellery brand Tanishq, from the Tata Group, launched its largest-ever store in Mumbai. Inaugurated by actor Amitabh Bachchan, the store is the seventh in Mumbai, and is spread over 22,000 sq.ft.

Before the launch of the store, an outdoor campaign was rolled out to build a buzz. Created by its agency Milestone Brandcom, the campaign gripped people's attention and succeeded in attracting more than 700 customers to the store on the day of the launch.

The campaign was split into two phases -- teaser and revealer. In the teaser phase, actual red satin curtains were put up on billboards. This was done in a 'curtain raiser' style and partially hid the billboard in such a way that only the message, 'Coming Soon Mumbai's Largest Jewellery Destination', was seen. The teaser ran for four days on billboards at various junctions and main arterial roads to build curiosity.

In the second phase, from the launch date and going forward, a 'Tanishq Zone' was created, where the brand entirely 'owned' an area within a 5 km radius between Juhu and Andheri. Here, 150 touch points, including all bus shelters, kiosks and billboards, were taken up.

Also, 15 lighting pole kiosks along the road where the store is located, carried an innovation consisting of gold frames around the communication message. This managed to create the 'wow' factor, attracting the attentions of all passersby, with many dropping into the store to look at the offerings by Tanishq.

Explaining the idea behind the outdoor campaign, Nabendu Bhattacharyya, founder and managing director, Milestone Brandcom, says that after having six stores at prominent locations in Mumbai, Tanishq was on its way to creating the biggest, most premium store -- a kind of a 'mini jewellery mall'.

"Thus, the communication goal was manifold -- to create intrigue value for customers, launch with a big bang, create buzz about it being the largest and most unique jewellery store of Mumbai, drive traffic to the store, drive brand imagery and the premium factor, and dominate the category," he says.

The challenge was to drive traffic to the store by positioning the store in the most premium category against well-established competition in that area.

As a result of the campaign, the day of the launch saw enormous response from the customers, with 700-plus customer walk-ins. About 30 per cent of the customers purchased the products, claims the company.

Niraj Bhakare, regional business manager (West), Tanishq, Titan Industries, says, "Our store launch outdoor campaign has been very well-noticed. The cluster approach to communicate the new store presence and the combination of bus shelters and kiosks has helped catch attention and create interest in visiting the store."

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