MAM

Percept's outdoor campaign for Levis

MUMBAI: Percept Out of Home has executed the outdoor campaign for denim brand- Levis‘ newly launched ‘Curve Id‘ brand.


The campaign kick-started on earlier this month will continue till 15 January across the country.  
 
Said Percept Out of Home president Sanjay Pareek, "Percept‘s ‘planning approach‘ where the use of media assets across all the format, malls, multiplexes and cafes too as the dwell time for the target customer is higher in these media, is given more emphasis than just a large format conventional outdoor assets, to get better return on investment for the client through higher OTS and reach. The client was also very supportive of this planning approach."


The Levis‘s Curve ID is designed specially for women and has a brand mantra, "We believe it‘s about shape not size".


According to Percept OOH, it took a sniper approach to reach the target audience by engaging them with the brand. The outdoor activities were conducted in best and the busiest of malls, multiplexes and cafes.
 
Stated Percept Out of Home business head-outdoor Rajneesh Bahl, "The brief was very simple, loud and clear. The end target audiences are woman so let‘s create awareness of the benefits and what the 3 different fits are all about. The team developed a strategy and implemented the same. It was clear that it‘s just not about going loud across the streets this time, rather have a sniper approach and catch the TG where they are or would be."
 
Bahl added, "It was more about the leisure and hangout areas such as malls, multiplexes and cafes where the TG spends their maximum time either shopping or catching up with their favourite stars on a movie or updating themselves about what‘s "IN". Hence malls, multiplexes and cafes had a major role to play".
 

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