Bureau, New Delhi
Myntra, India's largest platform for fashion and lifestyle has recently announced the launch of the leading professional cosmetics brand, M.A.C, with HQ in USA. The launch of MAC was planned and executed with a multimedia pre buzz to identify and reach out to the premium consumer cohort.
OMI ( Outdoor Media Integrated ), the agency vertical of Laqshya Media Group was assigned the responsibility to create the buzz for the newly launched M.A.C collection on Myntra. The agency planned and executed the entire campaign with a strategy to reach out to their prime target audience effectively. The Out-of-home advertising campaign was initiated across 3 major cities - Delhi NCR, Mumbai & Bangalore. The campaign focused on the female population especially the working professionals aged 25 to 35 so the media planners primarily handpicked the media assets at the most busiest B2B stretches to ensure immediate reach followed by creating strong reach by mapping the travel journey and being visible in all key arterial routes to create frequency for the campaign.
A lot of insights were put in place to arrive at the pockets that would have the best impact on the potential customers like studying the visibility parameters and traffic counts of different stretches to offer the best permutation and combination. The OMI team mapped the media units corresponding to the day- part analysis of the TG to arrive at the most impactful media plan. The creative that exclusively portrayed vibrant lipsticks was heavily highlighted using media innovation for all three cities. The creative was an instant eye catcher with its night mode lighting effects and was capable to hold the attention during daytime too.
Talking about the success of the campaign, Naresh Bhandari, COO, OMI, said, "We are extremely happy to have launched the M.A.C range for Myntra. Working with Myntra is always a pleasure and our Planning & Buying , Operations and Client Servicing teams are always excited to deliver them the very best. The campaign is undoubtedly the most visible brand on Outdoors these days and the media innovation has further added to the existing buzz. We have not just delivered them a successful campaign that's high on visibility but, a strategy evolved media plan that would keep the buzz going for as long as the campaign creating reach and frequency simultaneously."
Speaking about the campaign, Sujith Nair, Senior Director, Brand Marketing at Myntra said, "We are extremely content with the OMI team that has delivered very good visibility for the launch of M.AC.'s new collection on Myntra. With this campaign, we intend to reach out to all our female customers and bring the world of global cosmetics brands right at their finger tip. The media innovation has been successful in grabbing instant eye balls and the buzz is helping to get us the digital traction."