The e-commerce site Myntra.com has launched its first out of home (OOH) campaign across Lucknow, Chandigarh and Pune. It involves three different outdoor formats including hoardings, AC buses, and mall media.
As part of the campaign, the agency has put up hoardings on the sides of 10 AC buses in Chandigarh, and large size hoardings in high traffic areas. The creatives of the hoardings showcase images of models wearing apparel available on the site with the message, 'Shop Online.'
Ad inserts in the newspapers increased brand awareness and recall, and promoted the ease of online shopping.
The client brief was to develop an outdoor campaign to communicate Myntra.com as an online destination for the latest lifestyle and fashion products, as well as to increase brand recall among Tier 2 markets.
Ashutosh Lawania, co-founder and head of sales, Myntra.com, says, "We have seen the number of online shoppers growing from the Tier 2 cities like Chandigarh, Lucknow, and Pune. Consumers want to access the top brands and wear the latest fashion. So, to build brand awareness and promote online shopping, we rolled out an outdoor campaign across these cities."
The one-month campaign began on January 14, and will continue until February 13. It was executed by Portland India Outdoor Advertising, a unit of Kinetic Worldwide, and the creatives are by the in-house team of Myntra.com.