Milestone Brandcom helps L'Oreal to bring its anti hairfall campaign in OOH media

L’Oreal Paris dominates the outdoor landscape yet again, this time with diva Sonam Kapoor. Milestone Brandcom an integrated Out-of-Home brand communications agencies in India, brings the latest anti hairfall range by L’Oreal Paris out onto the city streets of India.

 

L’Oreal Fall repair 3x is a new range of Hair care products launched by L’Oreal Paris that reduces hair fall caused due to breakage by 90%. Its unique formula is enriched with Arginine which energizes the hair roots to help repair hair from root to tip. The triple anti hairfall action nourishes the hair root, restructures hair fibre and makes hair stronger. India was the first market in Asia to witness the launch of this product as hair fall is the No. 1 concern of Indian women across all age groups. The campaign objective was to highlight that the triple benefits of L’Oreal Paris’s Fall repair shampoo with emphasis on its action on the hair roots. The campaign targeted women who face problems of hair fall, between the age group of 25 and 45, and therefore young and vivacious Sonam Kapoor was aptly chosen as the brand ambassador of this revolutionary new launch.

 

The media mandate to Milestone Brandcom was to launch the brand amongst the vast consumer segment in India with a big bang by capitalizing on the beautiful brand visuals and a single minded message “Hairfall, Get to the root of it”. In view of these objectives, we devised an all pervasive OOH media plan to tactfully target the TG – mainly women by following their movement within a city –along arterial roads, key junction’s, transit and congregation points right up to the last mile of purchase.

 

The media mix was an assortment of large format billboards and gantries to create impact, bus shelters to build reach & frequency, pole kiosks to drive saliency and mall media & female security panels to influence point of purchase. The bright and bold colors of the creative, Sonam’s captivating visuals and the right media mix helped create top of mind recall. The campaign was executed across 7 cities at about 520 total touch points said Imtiyaz Vilatra, Founder Member & Managing Partner at Milestone Brandcom.

 

Custom shaped pole kiosks were used to drive salience and provide continuous presence in key stretches, arterial routes & high traffic junctions across the city, building maximum frequency & TOM awareness. The ordinary 3*6 rectangular kiosks were converted into the shape of the Loreal bottles thereby assuring dominance in select target areas. The creatively cut kiosks & the vibrant layouts looked strikingly beautiful during day & night.

 

To further dominate the city streets of Mumbai, Loreal Paris zones were created at various key junctions across the city (Worli Naka, Cadell Road & Juhu). All the media billboards, bus shelters & kiosks at these traffic junctions were taken up to display L’Oreal Paris’s new launch thus ensuring a unique & premium positioning befitting the brand. Pankaj Sharma, Group Product Manager at L’Oreal Paris complimented Milestone Brandcom on their execution abilities and said he looked forward to working with them again. He says “The OOH campaign was well planned and executed. Milestone Brandcom leveraged the creative very well and created a great impact. Our first consumers of Fall Repair do recall the message from the Outdoor campaign. It was a flawless execution and gave us a good mileage at the time of IPL hype”.

 

Campaign Period: 15 days 

Start date: 23.03.2012 

Innovations: Pole kiosk cut outs & cluster billboards for brand dominance 

Cities Executed: Mumbai, Delhi, Bangalore, Hyderabad, Pune, Kolkatta, Ahmedabad

 

Total touch points: 520

 

Unique Brand Clusters were created at various arterial junctions:

 

All sites at Worli Naka junction were taken.  

Juhu SNDT had kiosks, billboard and bus queue shelters at the same place…  

Cadell Road on one single stretch we had abt 5 bus queue shelters all displaying loreal…