Milestone Brandcom wins OOH AOR for Wildcraft
Wildcraft is India's largest outdoor & adventure gear company. Wildcraft works towards equipping travellers & adventurers with the right gear to experience the great outdoors. The brand's product range includes rucksacks, bagpacks, clothing, equipment, footwear and gear for adventure, travel and urban outdoors.
Wildcraft recently roped in Milestone Brandcom to handle their OOH media mandate. The agency will be responsible for developing strategic communication solutions for the brand. The account was won following a multi-round, multi-agency pitch held in September 2014. Milestone won the account on grounds of their in-depth understanding of the brief and a very relevant & creative OOH proposition for the brand. Milestone’s thorough consumer centric media placement & efficient planning also contributed to the win.
Milestone planned & executed Wildcraft’s very first campaign on OOH aptly titled ‘Come Alive’. The campaign shows off a selection of their gear against beautiful outdoor landscapes. The campaign intended to spread brand awareness and encourage people to experience/explore the outdoors. Impactful media was chosen in and around highest footfall areas to maximise eyeballs.
Commenting on the campaign, Simeran Bhasin, Chief Marketing Officer, Wildcraft said “Being seen across national media for the first time it is important for Wildcraft to not only be visible but to also be effective at encouraging people to explore the great outdoors. We chose Milestone because of their enthusiasm, partnership approach and innovative consumer engagement ideas. We are delighted to have a zealous agency like Milestone on board.”
Nabendu Bhattacharyya, CEO & Managing Director, Milestone Brandcom enthusiastically added “The 21 day campaign aimed at stimulating the SEC AB crowd in the ages of 15 – 44; basically the youth and the working professionals to “get up and explore.” The campaign brought alive Wildcraft’s brand & product. Winter is the season for adventure sport & expeditions. The continuous brand presence ensured that explorers were reminded to visit the Wildcraft store and explore their superior quality products viz. rucksacks, bagpacks, clothing, equipment, footwear and gear for adventure.”
The campaign was executed in the priority cities for the explorers namely, Mumbai, Bangalore, Delhi, NCR, Ahmedabad, Pune, and Hyderabad across 250+ high impact touch points. Billboards, mall facades, Bus Shelters, Metro & Cab branding were some of the assorted media vehicles deployed based on the TG. Thus ensuring an immediate awareness and excitement was created around the brand.