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Percept OOH makes a perfect outdoor fit for Levi’s Curve ID
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Neha Nagpal   
Friday, 31 December 2010 09:00 (IST)
Ahead of the curveNEW DELHI: Curves are back. The Levi’s® Curve ID has redefined the approach that women would take in fitting into jeans. Size does not matter anymore. Instead the Levis jeans will simply take the shape of the body. Quite like custom-made, the new line Levi’s® Curve ID is available in three fits -- ‘Slight’, ‘Demi’ and ‘Bold’. And to promote the new line in India, Levis has taken the outdoor route, partnering Percept Out-of-Home (OOH).

Mall displays: at eye-level The outdoor campaign with the brand mantra ‘We believe it’s about Shape not Size’ has been rolled out in 13 cities including Mumbai, Delhi, Bangalore, Pune, Chandigarh, Jaipur, Lucknow, Agra, Hyderabad, Chennai, Kolkata and Guwahati. The campaign will run until January 15.

Reaching out to niche TG Keeping in view the niche TG, Percept OOH has used media at locations that are frequented by women while they are shopping or generally catching up with life. Innovations such as cutouts of models have also been used to communicate the brand essence. Thus places like malls, multiplexes and cafes in the target cities are dotted with the campaign displays; Cafe Coffee Day outlets being among the locations. Creating 24 x 7 impact Branding has been done at multiplexes like PVR, INOX & FUN Cinemas, where the holiday crowd congregates in large numbers. These displays in these locations have been placed at strategic locations, creating both larger-than-life and multi-dimensional effects.

On the move In addition, Percept OOH has used conventional media on key arterial routes in the target cities, especially the ones leading to malls, multiplexes and cafes. Mobile media too came in wherever required to support conventional and unconventional media.

Sanjay PareekCommenting on the campaign, Sanjay Pareek, president, Percept OOH, said, “Percept’s planning approach was to use media assets across those formats -- malls, multiplexes and cafes – where the dwell time for the target customer is higher. Hence, they were given more emphasis than just large format conventional outdoor assets, so as to get better RoI for the client through higher OTS and reach. The client was also very supportive of this planning approach.”

Rajneesh BahlElaborated Rajneesh Bahl, business head – outdoor, Percept OOH, “The brief was very simple, loud and clear. The target audience Targeting traffic flow comprises women so we sought to create awareness of the benefits of the brand and what the 3 different fits are all about. 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 wherever they are or would be.”

He 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’. For maximum eyeballs Hence malls, multiplexes and cafes had a major role to play.”

At the multiplex The campaign also underlined how the outdoor is being progressively used to tap into the women audience on the move. The Levi’s Curve ID is typically targeted at this very segment.

 

 

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Comments

avatar Arnab Ganguly

havn't come across such a useless and non strategic plan for quite some time.though the duration says till Jan 15th wonder where the sites are as I have seen many sites coming down within 7 days of mounting.
credibility,accountability going up for a toss.
Levis can you hear me??????

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avatar Wilson Meshach

Rajneesh sir congratulation to you and to your team.

May the God bless you and your team to come with more business to Rock the outdoor industry.

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avatar Baba

Ganguly thats your perception, campaign was largely visible at all the above mentioned formats specifically at all major malls & multiplexes, please wake or let me know i can help you, dont talk about strategy this campaign had a sniper approach... dont let me open your history books...

Aircel can you hear me.....????????

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