MUMBAI: Breaking through OOH clutter, Milestone Brandcom, a leading and one of the fastest growing integrated Out-of-Home brand communications agencies in India, has executed an extensive Out-of-Home campaign for eBay India.
eBay India, India’s leading eCommerce marketplace, is India’s No. 1 online shopping destination where thousands of manufacturers and merchants list the widest range of brand new every-day use products, with the best deals, always.
eBay India is a pioneer of e-commerce in India. At any given time, there are over 6 million live listings on eBay India across 2,000 categories of products across electronics, lifestyle, personal care and jewellery etc. available 24x7. eBay India has, over the years, taken significant steps to strengthen the brand through a mix of offline/digital campaigns such as the current ‘want it. get it.’ campaign.
The brand communication was targeted at Indians in the age bracket of 18-40 years. The main audiences being value seeking, shopping enthusiasts who 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 India as a distinguished website, 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 and make a bold impression. The objective was also to drive more customers to the website and 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.
Commenting on the campaign, Kashyap Vadapalli, chief marketing officer, eBay India, said, “Our recent campaign is congruent with our goal of step jumping e-commerce 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.”
“Communicating with such vast audiences, required strategic site selection and 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 and catchment areas, malls, colleges and 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 and managing partner, Milestone Brandcom.
The OOH media plan covered 700 media touch points in 3 major metros (Mumbai, Delhi and Bengaluru) 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 and metro station media. To tap into the areas close to markets and malls, various unconventional media formats were also taken up.