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OMI creates lavish OOH spread for Shoppers Stop end-of-season sale
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Neha Nagpal   
Monday, 21 February 2011 09:00 (IST)
Impeccably delivered once again NEW DELHI: Shoppers Stop is back with a bang in the outdoor with its ‘Delightfully Low Prices’ campaign to promote the fashion and lifestyle retail chain’s popular end-of-season sale. The multi-city campaign with eye-catching creatives and innovative displays in standard black-and-white has been executed by OMI, a division of Laqshya Media Group, which had also rolled out a similar campaign for the retail chain in August last year.

Large formats: Building excitement The current campaign informs about Shoppers Stop end-of-season sale that began on February 12 and will continue until March 6. Spread over 10 days in 11 cities, OMI has used a rich variety of media including mobile vans, Dramatic full bus wraps: Roving impact King Long full bus wrap, bqs, bus back panels, pole kiosks, mall media, unipoles and billboards to showcase the campaign in the target cities. The shopper bag cutouts on pole kiosks and the full bus wraps in Mumbai in particular are head-turners. Overall, the campaign talks about discounts of up to 51 percent that shoppers can avail at the Shoppers Stop retail outlets.

Vinay BhatiaCommenting on the campaign, Vinay Bhatia, head marketing, Shoppers Stop, said, “Shoppers Stop as a brand has always been about delighting our customers. Outdoor LED screens delivering dynamic A/V experience We delight our customers in all aspects of our offering, be it our international bridge to luxury merchandise, our First Citizen program, our service standards and our store ambience. Our end-of-season sale is aptly named ‘Delightfully Low Prices’. We have a 360 degree plan to deliver this message to our customers. A large format display bearing the campaign creative Our outdoor plan carries across this thought. This plan is not just restricted to Innovative cut-outs as kiosks, drawing attention conventional billboards in our catchments. With the help of OMI we have gone many steps further by using cutouts as well as using various outdoor innovations including 3D-like hoardings which give the feeling of depth.”

Bhatia added, “We have also deployed large-sized shopping bags of 30 feet plus at major malls. Newer eye-level media options, maximising exposure This innovation has helped us attract mall footfalls at our stores. Bus back panels, delivering reach This is coupled with moving outdoor media like King Long bus wraps and bus panels. All in all, our entire outdoor strategy with OMI is about enveloping the customer and the results in the 1st weekend of sale are very clearly going in the right direction.”

Sharing his comments on the association with the brand, Indrajit Sen, CEO, Laqshya Group, said, Indrajit Sen"It’s humbling to have a brand like Shoppers Stop vest their trust on Laqshya Group since many years and we always strive to supersede their expectations.”

Naveen JalanNaveen Jalan, AGM, client servicing, OMI, added, “It’s a challenge to replicate the success of the previous campaigns that have worked for the client and we have made it possible yet again, with media delights and support from Bang in the middle: Unmistakable visibility Team OMI & Shoppers Stop.”

The key cities covered are Mumbai, Delhi NCR, Kolkata, Pune, Bangalore, Chennai, BQS, building both night & day visibility Amritsar, Hyderabad, Bhopal, Jaipur, and Aurangabad.

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