Metro Shoes on billboard drive

By afaqs! news bureau , afaqs!, New Delhi | In OOH News | October 25, 2012
The latest out of home campaign of the shoe brand is spread over 100 sites in Mumbai, Punjab, Maharashtra and Coimbatore. Interestingly, the company has used only one media format, billboards.

Shoe brand Metro Shoes has rolled out a large scale out of home (OOH) campaign in Mumbai, Punjab, Maharashtra and Coimbatore. Executed by out of home agency Primetime OOH, the three-week campaign uses only billboards to promote the two brands, Metro and Mochi.

Lavina Rodrigues Pinto

Roopesh Khangaonkar

About 50 per cent of each of the billboards is covered by any one of the brand ambassadors' (Saif Ali Khan and Kareena Kapoor) pictures. The rest of the billboard shows the close up of shoes that match the dress of the celebrity. There is no text on the hoarding, apart from the brand name.

Lavina Rodrigues Pinto, marketing manager, Metro Shoes, says, "For the last three years, Metro Shoes has aggressively expanded across the country and needed a reliable partner that would help create awareness across new markets. We have been able to successfully launch ourselves across more than 30 new cities."

The client brief for the campaign was to create high visibility at key strategic catchments, considering end-users as primary target audience, and also create adequate visibility to tap the trade in order to reinforce and enhance brand visibility and salience.

Roopesh Khangaonkar, vice-president, Primetime Outdoor, says, "Every month, we have two-three new store launches where we provide single day inaugural discount. Since it's a first communication in the city, our objective is to ensure widespread awareness of the brand offering as well as the tactical communication. The communications have ensured good footfalls and sales on an average of 350 times that of the previous week."

The campaign started on October 19. In Mumbai, the creative is displayed against the backdrop of Mahim Causeway, at Cadel Road near Hinduja hospital, Bandra at Mosque, Andheri Sahar Road opposite HUL, Kandivilli Western Express Highway near Sai Dham and many other places.

"We intend to invest in innovations so that our outdoors attracts more eyeballs," adds Khangaonkar.

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