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Mudra Max-OOH delivers 'Crunchy' outdoor campaign for Titan Accessories
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network2media Bureau   
Tuesday, 07 February 2012 09:00 (IST)

Crunched - Literally

MUMBAI: The Titan name, long associated with timepieces that adorned the wrist, was difficult to associate with anything else. So it was no small challenge the company faced when launching their belts and wallets collection - shifting focus from the wrist to the waist!

Imposing presence

The task for Out-of-Home was of ultimate importance - Titan wanted to launch their belts and wallets as a pilot in Bangalore city only, which meant that they had to use localised media and avoid spillover as much as possible into other markets. With OOH being the only medium, there was not much room for error - the campaign was a true test of the efficiency of OOH as a medium, and the results would set the tone for the national launch. Mudra Max-OOH, a part of the DDB Mudra Group was the outdoor agency for this campaign.

The 'wound up' and 'crunched' billboard

Client support for the campaign was extra-ordinary. Based on the ideas presented, product shoots were done specifically for the OOH campaign. However, design was just half the work done. Innovations were placed with a spread; to ensure every corner of the city took note of the campaign.

The larger-than-life wallet

A belt wrapped around a crunched billboard, another wrapped vertically around the billboard, a wallet jutted out of the billboard - in some cases, the sheer size of the cut-out used posed a daunting problem - for teams used to implementing 4 ft cut-outs, getting a 20 ft cut-out in front of a 40 ft square billboard was the equivalent of installing a small billboard in itself. More than 20 people worked in tandem to create each execution of the 'Crunched' billboard.

High impact sites chosen

Along with the installations, a regular OOH media plan was devised, which ensured proximity to sales points. Large, high impact sites were chosen for the entire campaign as the emphasis was on creating quick awareness amongst the target audience.

Clever means of reaching the target group Another media innovation was the activation of the 'dhobi' network. Instead of executing a normal leaflet distribution campaign; the agency created specially made leaflets that replicated the actual belts and wallets. The belts were placed in the belt loops of trousers that were sent for ironing, while the wallets were tagged to the shirts. Mudra Max-OOH ensured the brand went straight into the houses of the target audience.

Toranj MehtaToranj Mehta, manager, Titan Accessories, said, "We would like to thank Mudra Max-OOH for the effort put into the Titan Accessories campaign. Basis the anecdotal response we have received, people have really found the innovations clutter breaking, especially the one with the crunched up flex. Numbers also indicate the same, as sales during the campaign have doubled over pre campaign sales. Overall, the campaign has been appreciated for its refreshing take and innovative ideas."

Mandeep MalhotraMandeep Malhotra, president and head, Mudra Max (OOH, Retail, Experiential), said, "Seldom are brands gutsy enough to give a challenging brief to their OOH partner to create something based on their understanding of media that stands out, complements the marketing plan and delivers the business objective. Titan did just this for their accessories announcement.The current execution helped deliver unprecedented growth in sales. OOH was used as primary media, therefore belting up outdated notions of outdoor being purely a reminder medium."

Sonia LalSpeaking on the campaign, Sonia Lal, VP-Mudra Max-OOH, South, said, "This kind of innovation was possible only because the client trusted us enough and went with our creative thoughts. I am very glad that Titan brought us in on this one. Also, the fact that OOH was used as the only medium to launch the product speaks volumes for the media itself."

This is another innovative feather in Mudra Max-OOH's cap.

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