The innovation, planned and executed by Platinum Communications, attempts to establish Blenders Pride Fashion Tour as one of the largest such events in the country. It involves branded boxes with one dummy of a model sitting on each box, placed on conveyor belts in the Hyderabad airport. A display on the screen says, 'Clothes and Accessories BPFT 2012' and 'Make the World a Stylish Place'.
However the OOH campaign was spread over the other major cities too, which include Mumbai, Chandigarh and Bangaluru.
The client brief to the agency was to highlight and establish the fact that Blenders Pride Fashion Tour is India's largest fashion property. It added that since the audience's attention span on outdoors is short, the creative should make the most of it to grab attention and generate conversation about both the innovation and the brand.
The innovative use of ambient media at the airport pleasantly surprised consumers, some of whom thought the dummy to be a live model.
He adds, "Innovations are a must to enhance the brand's basic proposition and attract attention. Because of the high domestic air travel demand, we wanted to use this touch point to target the specific affluent demographic group. A lot of brainstorming went into cracking the right media and making full use of the innovation. The deployment was done on the conveyor belts in a way such that no one could miss the communication. The idea was to provide high impact and attention."