Kinetic India takes Urban Ladder outdoor

The Indian home and furnishing market is pegged at about $20 billion (Rs 1.2 lakh crore), of which the furniture segment accounts for about half and out of that about 90% of the market is unorganised. Against this backdrop, Urban Ladder saw an opportunity to build the category and their brand.

Urban Ladder launched a 360 degree campaign that included an OOH campaign. The objective was to engage with the tech-savvy generation and encourage them to shop on the website and to make Urbanladder.com the most sought after online furniture home décor destination among the TG in key markets. Kinetic India executed the OOH campaign in three major markets -- Delhi NCR, Mumbai and Bengaluru -- for the duration of a month.

Home is where people connect with each other, and furniture plays an important role in it.  Furniture is no more just a functional element; it is a representation of one's identity and also of moments shared together with loved ones. Touching upon the emotional chord, the brand campaign highlighted this warmth, and the emotional undertones that Urban Ladder adds to a home, with only a subtle product reference.

The maximum share of voice for the brand via OOH presence was created at important and strategic footfalls/traffic locations, key arterial roads which are the lifelines of a city, popular shopping destinations and malls, corporate hubs, major residential apartments and enclaves, IT parks and important connecting routes between the city IT hubs, and CBDs.

"We have continued our brand narrative of 'Brings You Closer' from the TV campaign in the outdoor campaign, but this time the product is the hero. We kept the visuals clean with complete focus on the product. The campaign was short but had a high impact because of the choice of locations," said Manu Prasad, Director-Brand Marketing, Urban Ladder.

Mainly large-size formats were used for the campaign, such as, mall media, corporate hub branding, billboards, unipoles, skywalks, wall wraps, Metro panels, etc., thus creating high visibility and exposure for the brand. Kinetic India worked closely with the client to ensure a smooth and flawless campaign execution.

"Urban ladder was coming up with their first ever outdoor campaign with a clear focus on brand awareness and hence identifying the right formats in the OOH space was crucial to give the activity the required impact and eyeballs within a short span of time," expressed Ranadeb Paul, AVP South & East, Kinetic India.

"Standalone roadside large formats at select key locations to highlight the product attributes served to meet the objective. We also used malls and corporate houses to reach out to the TG at their leisure and at their work place. This ensured that we reached almost everywhere the TG went and we were able to create the desired impact with a select set of formats among the many that OOH has to offer,” said Ranadeb.