Mumbai: Switzerland Tourism builds extended recall in Mumbai yet again. Milestone Brandcom, a leading and fastest growing integrated OOH brand communications agencies in India, executes surreal campaign for Switzerland Tourism.

This campaign was an extension of their last campaign ?We do whatever it takes to make your holidays perfect? The core communication objective of the campaign was to fascinate & intrigue people with vibrant images of some the geographical diversity that can be found within Switzerland. The campaign tag line was ?Explore Switzerland? The company promotes Switzerland as a holiday destination in the world and the main focus of the campaign was to showcase the different destinations in Switzerland along with very special offers from tour operator partners in India

Switzerland, the playground of Europe, has been the dream destination for tourists for decades. Switzerland extending across the north and south side of the Alps, it encompasses a great diversity of landscapes ? shimmering glaciers, snowcapped mountains, lush meadows & beautiful villages. The climate in Switzerland is moderate, with no excessive heat, cold or humidity. Switzerland has more than 1500 lakes. The Alps running across the central-south of the country, comprising about 60% of the country‘s total area. Several glaciers are found among the high valleys of the Alps.

A media plan encompassing 170 media touch points spread well across a selection of formats covering high traffic & footfalls along arterial roads. There was an assorted mix of media touch points such as Billboards, Backlit Bus Shelters, Backlit Pole Kiosks, Large format Mall Facades. As part of the campaign, to further deliver the desired impact, an exceptional innovation was executed on a 30x20 billboard at a prime location in Mumbai ? Worli naka. The innovation was that of a cable car going skywards to & fro from the famous Mt. Titlis that stands tall at 10000 feet. The innovation was striking and strategically placed at one of the high traffic count trafic signals in Mumbai. It was visible to almost all vehicular & pedestrian traffic moving from South Mumbai to Central & Suburban areas of Mumbai ? the peak evening traffic movement in the city.

Commenting on the campaign, Imtiyaz Vilatra ? Founder Member & Managing Partner, Milestone Brandcom said ?The objective was to bring to light the mesmerizing diversity of landscapes Switzerland has to offer. The campaign aims at targeting the upper middle class who more often than not, invest in a good vacation, the company has come up with various attractive welcoming offers to Explore the immaculate beauty that Switzerland has to offer. The mesmerizing dream-like locations & attractive rates offered by the company, combined with the right media mix along key arterial routes helped in targeting the right audiences.?

?Top of the mind recall & clutter breaking innovations are what separate an ordinary advertising & marketing campaign from a successful one. The objective was to utilize the OOH space effectively and build presence and reach along key arterial junctions & traffic points in order to reach the right TG. The campaign, executed by team Milestone, left no arterial route or media without our brand presence. I believe the work done on OOH in Mumbai was a critical success factor. Milestone Brandcom has delivered an excellent campaign right from planning to execution,? Ritu Sharma, Interim Director, Switzerland Tourism.

Mumbai: Milestone Brandcom, a leading and fastest growing integrated Out-of- Home brand communications agency in India breaks an exciting campaign, cutting through the monotonous displays out-of-home, to announce the launch of the Tata Docomo Brand store across MPCG.

Docomo has launched over 15 new Brand Stores across MPCG. The media mandate was to generate awareness & create buzz & hype around the newly launched stores.

Today, mobile services are not merely used for calling your loved ones. The role a telecom operator plays in our day to day lives goes way beyond the basic functionality of making a phone call. The concept behind the BRAND STORES is to convey to the audiences, with Tata DOCOMO life is much more than just talking, that Tata Docomo understands the various expectations of their customers to fit their life in a store.

?The communication objective was to generate maximum footfalls to the store and urge the audiences to live the dynamic world. The strategy adopted was that of location branding, by being present within a kilometer radius of the stores to announce the arrival of Tata Docomo in the consumers? neighbourhood? said Imtiyaz Vilatra, Founder Member & Managing Partner at Milestone Brandcom.

Milestone Brandcom creatively depicted the exciting theme of ?fitting in an entire life in a store? with an actual car mounted on a billboard in Bhopal with some suitcases stacked up on it. The car was outlined with white led lights along its edges to give it an attractive glow during the night catching a good visibility & glow in the night almost up to 200-300 meters. While the actual creative displayed a car with luggage piled up on its top, the OOH innovation replaced it with actual car and real luggage, making it stand out and get talked about. So much was the impact that almost all leading dailies captured the innovation and wrote about it in press.

Somdev Sen, Head of Marketing at Tata Docomo (MP&CG), said, ?People buy newspapers to read news, people tune in to radio for music, or watch Television for news and entertainment ? hence advertising is looked upon as an interruption. But Outdoor is the only medium where advertising is not an interruption but a welcome platform for information dissemination. We wanted to infuse life into an otherwise static medium; and this initiative by Milestone has not only managed to grab mindshare but also noticed attention from press and got great PR coverage which is impressive?.