L’Oreal showcases the ‘Magic Touch’ in the outdoor, uses innovations to drive product awareness

L’Oreal took the OOH route to educate its target audience about its newly launched product Magic Retouch under a sub-category of instant hair colour. Milestone Brandcom undertook the media planning and buying for this campaign. Targeting the female audience in the 30-50 age group in particular, via high potential areas for NCCS A, the campaign was executed in Mumbai, Delhi, Kolkata and Bengaluru for 15 days.

Through the campaign the brand explained the three easy steps i.e. 3,2,1 to use the product -- which was well represented in the OOH innovations on large formats in Mumbai. Milestone Brandcom zeroed down on key locations and sites for the campaign such as the 30x20 Haji Ali unipole – covering the South Mumbai traffic, and 100x10 Mahim Causeway gantry.

Undertaking such a project wasn’t easy for the agency as it entailed planning and executing innovations that only showcased the product but also educated the target audience. The agency also had to obtain permissions from concerned authorities for the work, as also had to deal with inclement weather while rolling out the campaign. In fact, some of the work had to be executed during the work permission window between 12 midnight to 4 in the morning.

The campaign created quick awareness for the product. It is learnt that the product has done extremely well during the launch period, selling in large numbers.