I
n the age of smart homes, SPACES, a retail brand
offering a wide range of bed linen, bath products,
and other home furnishing accessories fits itself in the
high-tech arena with its new range of bedsheet brand
i.e. HygroCotton. The specialty of this new range is
that it moves ahead of just the comfort and provides
groundbreaking innovation wherein the bedsheet
adjusts according to the temperature. Quoting this
revolutionary concept as a Superpower, the brand from
the house of Welspun, takes this unique feature on
outdoor medium through a clutter breaking campaign
in multiple cities. The OOH duties of the campaign were
vested to Madison Outdoor Media Solutions agency.The brand aimed to capture the attention of a new age
high tech women audience ranging between SEC A+ to
B in the age group of 25 to 45 years, therefore OOH
happened to be the best suited medium for the brand.
Going by the brief, the agency designed a high-frequency
campaign which encompassed majorly the large formatSIMPLY CREATIVE
SPACES unfolds the
superpower of bedsheets
SPACES innovations electrifies the OOH media
sites located at main shopping locations and market
area to cater to the target audience. The campaign
was spread across 18 cities including Mumbai, Delhi,
Bangalore, Chennai, Kolkata, Hyderabad, Pune,
Nagpur, Ahmedabad, Surat, Vizag, Lucknow, Ranchi,
Kerala, Guwahati, Chandigarh, Ludhiana and Jammu.The bedsheet feature needed to be communicated in
an extravagant manner hence the agency undertook
a numerous amount of innovations executed in those
markets. The hook of the campaign was the LED text
asking audience ‘What‘s Your Bedsheet’s Superpower?’
Also, LED with cut out & jut out of the bed and backlit box
of a logo were seen in Mumbai, Bangalore, Hyderabad
and Ahmedabad markets wherein in other markets,
formats namely billboards, Gantries, LED screen, BQS
and etc were taken to create an unmissable network
of display. lSource: http://www.media4growth.com