Fastrack nets OOH eyeballs with innovative outdoor goalposts
By Bhawana Anand - July 16, 2014
Milestone Brandcom planned and executed the innovative campaign in three cities
Fastrack leveraged the football craze in the country in the wake of FIFA World Cup matches in announcing a 25% sale on football related clothing and accessories. To draw widespread attention to the sale, the brand rolled out an innovative campaign by converting bus shelters into life size goalposts. The idea was to build awareness about the sale while the FIFA World Cup fever lasted. Milestone Brandcom developed and executed the interesting campaign in Mumbai, Pune and Bangalore for a 20-day period. Along with the BQS, large format media such as billboards were also used to communicate about the sale.
The life-size goal posts-cum bus shelters stood out in the monsoon- ridden cities where consumers took shelter. Key bus shelters in Mumbai, Pune and Bangalore were some of the shelters that got a makeover.
"All brands have something to offer to football fans this World Cup. Our creative team also came out with a brand relevant disruptive idea catering to the youth. The project was a real challenge, but once again our team at Milestone successfully differentiated Fastrack from the other brands via innovative planning and execution. Passers-by loved our goal post-cum- bus shelters and we have received a lot of positive feedback from all three cities,â€ said Nabendu Bhattacharyya, Founder & MD, Milestone Brandcom.