afaqs!

Fastrack: Shifting Goalposts

By Devesh Gupta , afaqs!, New Delhi | In OOH News | July 07, 2014
The apparel brand is running an innovative campaign that is turning bus stops into goal posts to drive attraction.

With the football World Cup comes a once-in-four-years opportunity for brands to cash in on the fever. Fastrack, the apparel brand from Titan is the latest and it has come up with an innovative approach. It has turned bus shelters into goal posts to announce the 25 per cent sale on football related clothing and accessories.

Fastrack Goal Post campaign

Fastrack Goal Post campaign

Executed by Milestone Brandcom, the life-size goal posts-cum bus shelters stood out as the best place to get out of the rain as the monsoon descended on Bangalore, Pune and Mumbai. The agency installed seven goal posts in the three cities.

Nabendu Bhattacharyya, founder and MD, Milestone Brandcom, says, "All brands have something to offer to football fans this World Cup. So our creative team also came out with relevant disruptive idea catering to the youth. The project was a real challenge, but passers-by just love our goal posts-cum-bus shelters and we have received a lot of positive feedback from all three cities."

This innovation is a part of a larger campaign that is running across 28 cities, where Fastrack has taken the OOH route to announce this offer. The overall campaign includes 800 sites across these cities which includes format such as billboards, bus shelters, and unipoles at key intersections and junctions. Sources in the industry say that the total campaign is around Rs 3 crore.

Fastrack was launched in 1998 as a sub-brand of Titan. It was spun off as an independent accessory brand targeting the urban youth in 2005. With a vision of becoming a complete fashion brand for the youth, Fastrack quickly extended its footprint to sunglasses in 2005 and then bags, belts and wallets in 2009.

Fastrack's provocative, tongue-in-cheek advertising, its unique and affordable designs and its quick extension across categories ensures its popularity with the urban youth audience, making it one of the fastest growing fashion brands within the country. Its growing presence on Facebook - a fan base that now touches 6 million - keeps it in touch with its audience.

With enough categories to fill up a store, Fastrack 'moved on' to open its exclusive store chain for its young consumers across the country. The store is positioned as a complete accessories destination with all Fastrack gear under one roof. The first store was opened in Pune in 2009. It has now grown to over 150 stores.

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