The one month campaign focuses on local train station branding to gain maximum attention and top of the mind recall.
Titan Industries, to promote its 20 per cent sale on watches offer, has cleverly used the out of home (OOH) route by branding suburban local train stations, including the Chhatrapati Shivaji Terminus at Mumbai.
The entire station is branded with Titan's OOH creatives in fluorescent green and yellow, with a straight forward message that reads 'Titan flat 20% off on all watches'. The colour of the creative instantly grabs attention.
The main objective of the campaign is to grab the maximum level of attention and ensure top of the mind recall. Thus, places with a high number of footfalls was targeted. Along with the station, the OOH campaign is also spread over prominent billboards and bus shelters across all major locations in Mumbai.
Anirban Ghosh, senior vice-president, Adzedge, says, "We did an extensive research in terms of consumer profiling and the penetration level to identify the target areas to reach out to the maximum level and hence make the brand 'Titan' exclusive. Our strategic approach towards this campaign, right from the brief given to us, was absolutely specific to the objective and the campaign was executed using proper planning technique."
The OOH campaign executed by Adzedge, a division of Outdoor Advertising Professionals (OAP), kicked off in July and will continue for one month in Mumbai.