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