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Percept OOH use brand experience strategy for Samsonite's 'FIRE LITE'

Percept Out-Of-Home has been given the mandate to device activity/design fixture set up, where the consumer can experience Samsonite’s FIRE LITE. The campaign kick-started on June 15 and is running till date across 30 locations pan India.

The key challenge here was to design a fixture which is scalable exactly on pan India basis. Considering space crunch in retail outlets, IdeaStudio has developed a very sleek & light modular structure, which provided display and very effective branding. Base podiums hold two products & one half shell of a bag. Communication next to the shell says “STAND ON ME” with a big foot print as a visual clue. This modular structure can be erect at the location with absolutely NO TOOLS, and it is designed in a manner that store/retail outlet can easily accommodate this anywhere in a store (against the wall / centre of the store or as a window display). Such 30 units have been produced & installed in various locations across India in just 15 days. The season sale ends on July 7.  Considering the heavy competition in the industry its main aim is to reach out to the consumers by making them experience the brand before buying it.

Samsonite a premium bag manufacturer for travel bags, leather belts, leather wallets and formal shoes for men used this unique out-of-home strategy to promote FIRE LITE which according to the Arun Pillay, Head Projects, Samsonite was a success, because an experience based marketing strategy was used for this product, which helped connect with the consumers because experiential marketing brings the brand experience alive by engaging the consumer in sensory ways.

Talking about the brief, Arun Pillay, Head Projects, Samsonite says, “The brief was simple – Help SAMSONITE showcase the USP of an newly launched bag/product “FIRE LITE” By not just displaying but also give some kind of engagement for consumer.”

“Brand is not pleading for attention or favours it but is simply asking the consumer to experience the brand/product himself and decide on his own the worth of the brand. If done correctly, experiential marketing gets huge brand allegiance and earns precious word of mouth in the long term.”, said Rajneesh Bahl - Chief Executive Officer, Percept Out of Home

But any concept is incomplete till the time it is not made feasible on cost, logistical friendly & modularity in mass production“, says Pervinder Singh, COO - Retail & Idea Studio – Percept Out Of Home. His immense knowledge and expertise has given edge to this concept and converted it into a masterpiece.

Post activation Arun said, “Consumer has enjoyed the distinct experience of the brand’s USP (brand benefits) themselves in real time. Here, walk in customers have touched and felt the product, also gather the first hand information about the product and then decide to buy it. So here the consumer had made a decision not by viewing communication but he has actually experienced it”.

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