To promote the launch of a new store, eZone, an electronics store which is a part of Home Solution Retail India (HSRI), recently launched an outdoor mobile hoarding campaign in Powai, Mumbai.
HSRI also operates Home Town, a large format home solutions store, Collection i, which sells home furniture products, Electronics Bazaar and Furniture Bazaar.
The innovative campaign created by eZone, along with its ad agency, Mudra, and OOH agency, Posterscope, featured a 3D washing machine mounted on a mobile hoarding. The washing machine was 8 feet by 5 feet and contained real clothes and water which were churned inside the machine with the help of a motor. A blue light effect inside the machine ensured that the contents remained visible even after dark. The copy on the hoarding read, ‘Experience a wide range of washing machines now at Powai (in Mumbai), eZone Experience Electronics.’ The fabrication of this creative is reported to have cost the client Rs 45,000-50,000. Two such washing machine creatives were fabricated and placed strategically in the city.
Haresh Nayak, general manager, Posterscope India, explained the importance of designing a campaign which would create impact: “Retail as a category is very different from a mass brand. Any store launch typically captures the catchment area rather than the entire city. In OOH parlance, Powai is an area in Mumbai which is ‘media dark’ – it has very few outdoor advertising options. The agency was asked to create impact which stood out, which is why such an innovative idea was conceptualised.”
The benefits of using a mobile billboard were that it could be placed strategically, in congregation points and important areas. The choice of a washing machine as the main feature, rather than high value electronics such as LCDs, offered more scope for innovation. On the decision to use OOH, Nayak explained, ““OOH also plays an important role because TV and print are expensive.”
The new store was launched on October 19. The campaign began on the same day and will continue for fifteen days. It will also be taken to other cities such as Chennai and Bengaluru.