Dollar Club goes OOH with MOMS 
Jun 08, 2012
Aarti Chhabra, New Delhi 
 
After catching the consumer eye on television and print, Dollar Club has carried a high decibel outdoor campaign to promote its premium vest, Big Boss, with youth icon and leading actor Akshay Kumar. The company has concentrated its outdoor campaign in Andhra Pradesh, Assam, Bihar, Chattisgarh, Gujrat, Haryana, Punjab, J&K, Himachal Pradesh, Jharkand, Maharsthara, Karnataka, Madhya Pradesh, Orissa, Rajasthan, Tripura, Uttar Pradesh, Uttranchal and West Bengal/Rest of Bengal. This mega campaign execution duty has been handled by MOMS, Madison’s OOH division.

The outdoor campaign uses multiple formats including Bill boards, Gantry, FOB, Bus Branding, in-station branding, Mobile van, Tram branding, auto rickshaw branding etc. Keeping the TG in mind, the agency has effectively made full use of the media properties which are easily visible and have exposure. All prominent roads and arterial routes in the cities were targeted to create a "forced visibility factor".

The strategy was to identify key routes and high traffic areas across the cities and saturate them with repeated hits at regular intervals. Key sites
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on both Evening and Morning traffic routes were identified to create a chain of repeated hits in both the directions. Sites have been handpicked to ensure quality as well as impact.
Krishan Kumar Gupta, Director, Dollar Industries, said, “The aim of this season's outdoor campaign was to establish Dollar Big boss as a premium brand from the house of Dollar. We confirmed that MOMS team has put their best to achieve the brand goal and done a very good job throughout the campaign. There were plenty of appreciations from our business channels/team members across the country for the campaign”
Bidyut Nath, Head – Advertising, Dollar Club, said, “Our brief was to reach out to the masses, right from East to West and South to North of India, covering maximum no. of cities and towns. The campaign executed by MOMS was extremely well and have all three aspects - Conventional, Innovative media and innovations in outdoor to strengthen our visibility. MOMS did a very good planning/strategy during the campaign and more focus to get the maximum brand exposure and visibility in the best competitive rate’s.”
Dipankar Sanyal, COO, MOMS, said, “The client brief was To launch the premium vest- Big Boss of Dollar Club–in the market through OOH in a compelling way. We have used about 20 different mediums and didn’t just stick to Billboards the OTS were high.”
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