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Portland takes Spencer’s Hyper retail out-of-home
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Anushree Bhattacharyya   
Thursday, 29 October 2009 08:00 (IST)
NEW DELHI: Portland Outdoor has taken Spencer’s Hyper retail store launch out-of-home with an objective of bringing the new store closer to the consumer. The campaign has been launched for a period of one month in Bangalore.

A large format display used for this campaign R. Venkatramanan, controller market - South II and West, Spencer’s Retail, said, “In organised retail, especially in food & grocery category, the nature of the consumer is such that they only go to shop from a retail outlet which is less than 10 km from their homes. Therefore, looking at the pattern of consumption, it was decided to use out-of-home as it helps in creating a strong brand, when it comes to local advertising.

Mobile van stressing the flexibility factor Venkatraman further added, “OOH is a much more affordable medium as compared to print, TV and radio. OOH also allows the flexibility to experiment with the creatives, an advantage, which is a little difficult to take benefit from in other forms of main stream media.”

Ideated by Rediffusion Y&R, Portland Outdoor has used a wide range of OOH properties to create awareness about the new store.

Police Kiosks used for this campaign Amit Sarkar, regional head – South India, Portland Outdoor, said, “The campaign is for the new store launch at Sarjapur road. The new store is by far the biggest amongst all Spencer’s stores in Bangalore. The thought behind the campaign was to create awareness about the opening of the new store and drive footfalls into the new store.”

Amit SarkarSarkar also added, “Sarjapur road houses a lot of IT/ITES crowd, hence they are the relevant audience for the store. We have used billboards, police kiosks, mobile vans and bus shelters in and around Sarjapur road to target the relevant consumer group.”


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