Watch it to feel it with Rado
By Bhawana Anand - January 22, 2021
The OOH campaign by the Swiss watch brand was inspired by its latest deep green collection and created a striking presence across premium sites in multiple cities
Swiss watchmaker Rado rolled out an extravagant OOH campaign across the country for its new collection ‘Feel It’. Launched during the festive season, the campaign aimed to leverage the Unlock period and the gifting trends surrounding festivities.
A 3-month long pan India OOH campaign was distributed amongst OOH specialist agencies wherein MOMS Outdoor Media Solutions was awarded the entire East and South and parts of North zones - Rajasthan, UP and Punjab. The campaign targeted SEC A+ affluent male & female audiences.
The OOH planning for the campaign happened in multiple stages wherein the agency’s in-house tools Madison VU ON Street and Madison Vicinity were used to scrutinize sites based on efficacy and premium-ness.
Also, in keeping with the brand image, there was a strict mandate to select premium sites in upmarket locations like Indiranagar in Bangalore and Jubilee hills in Hyderabad.
The media planning for Tier 1 cities was done on the basis of proximity to the brand’s stores already located at a given area and the brand’s regional sales team played a crucial role in identifying sites with best conditions and high visibility.
The creatives, inspired from the deep green colored collection, were designed aesthetically to seem appealing on large format sites, supported by a crisp message.
The response to the campaign was quite overwhelming at the regional level leading to a spike in demand. Consequently, the campaign planned for until December 2020 was extended till the holiday season and year end sale.