Breaking through the OOH clutter, Milestone Brandcom, a leading and fastest growing integrated Out-of-Home brand communications agencies in India, has executed an exceptional campaign for eBay India.
The brand communication was targeted at theIndians in the age bracket of 18-40 years. The main audiences being value seeking, shopping enthusiastswho have dreams/wants and are looking for deals and availability of products to fulfill these wants.With a tag line, ‘want it. get it.’the communication was aimed at reinforcing the role of eBay India in everyone’s life. “If you have a want, we will get you a deal” crisply established eBay India as the one destination to fulfill all the wants anyone would have. These ’wants‘ can pertain to any aspiration which can be fulfilled through any of the comprehensive and myriad product categories available on eBay India like apparel, accessories, fashion, personal care, gadgets, technology products, fitness, health-care among many others..
The media mandate to Milestone Brandcom was to position eBay Indiaas the distinguishedwebsite where one could get the best deals on a wide variety of products. In an extremely cluttered outdoor scenario the core communication objective was to stand out & make a bold impression. The objective was to drive more customers to the website & make eBay India the hot spot for ‘wants’ to complement all occasions, right from impressing a girl to contesting for beauty pageants to surviving a sinking ship!
“Communicating with such vast audiences, required strategic site selection & fitting media placement. The brand needed to be positioned amongst the masses as a one stop, online shopping destination. The strategy deployed to achieve these objectives was a media burst across key arterial routes & catchment areas, malls, colleges & hangouts. The objective was to build presence and reach amongst key catchment area where the TG would be inherent in.” said Imtiyaz Vilatra, Founder Member & Managing Partner at Milestone Brandcom.
The OOH media plan covered 700media touch points in 3 major metros(Mumbai, Delhi and Bangalore) and was spread across an assortment of media formats such as billboards, gantries, bus shelters, fuel station branding, pole kiosks, bus side panels, mall facades & metro station media.To tap into the areas close to markets & malls, various unconventional media formatssuch asmall facades, fuel & railway station media, bus back & side panels, metro station signage’setc. were taken up
Commenting on the campaign,Kashyap Vadapalli, Chief Marketing Officer, eBay India said, “Our recent campaign is congruent with our goal of step jumping ecommerce trial in general and eBay trial in particular amongst shopping enthusiasts across the country. The campaign plays to eBay’s core strength of unmatched variety, illustrating not only the width but also the depth in categories available on eBay India. Through this campaign, we would like consumers to rediscover their eBay shopping experience with greater variety and better deals.”
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