Great Online Shopping Festival connects with audience through outdoor

Great Online Shopping Festival (GOSF) recently launched an outdoor campaign to promote its offer, a 14 minute free shopping contest everyday along with three days of shopping offers on the GOSF website. And to communicate the same, Google executed an OOH campaign with a motive to create buzz and impact amongst the target audience in different cities across India. Kinetic, the outdoor agency was briefed to create excitement and buzz by strategic placements of sites and highlighting the creative of multiple brands/products in one shopping festival. The 18 days-long campaign was executed across 30 locations in the country.

The outdoor media strategy was to be present at major junctions across 14 cities pan India and highlight each brand partner everyday. The outdoor media was chosen keeping the key areas visited by shoppers and the youth, to make them aware about the daily contests. The campaign highlight was the changeover of the creative everyday across 30 locations in these 14 cities, and change to the generic GOSF creative on the fifteenth day. Along with sites such as billboards, unipoles, LED screen, pillar branding and digital pods, strategic medium like LED screen of 26ft x 13ft which played the campaign video at Cyberhub made the campaign successful.

Taking the idea of multiple brands/products in one shopping festival further, a huge cut-out of each product in the creative was created to give a 3D effect. All of the products were put together with a wire connected to a mouse, signifying the online shopping connotation. A computer-mouse was made with a backlit LED box. The innovation was executed at three locations- Delhi, Mumbai and Bangalore at high traffic areas.

"The objective was to create awareness about the unique 14 days contest of GOSF along with the annual 3 day shopping fiesta. Strategic locations were chosen to create maximum hype across 14 cities. Kinetic executed 15 creative changeovers in 15 days across multiple locations. The campaign was effectively executed with the strong support from the client and the creative agency,” said Adil Khan, General Manager- North, Kinetic

"GOSF was an incredibly dynamic from an OOH campaign perspective. Changing creative almost every day in multiple locations for long static billboards is a great execution challenge which is not the case with digital billboards & screen networks. Kinetic did this basis the strength of scale & pan India network. We look forward to more such challenging work with Google, ahead” added Amit Sarkar, Chief Operating Officer, Kinetic India