English Oven establishes brand presence in Delhi NCR with impactful OOH campaign

English Oven, a home grown brand from Ludhiana city, initiated an OOH campaign in the Delhi NCR market to expand its market and brand awareness. The idea was to actually stand in the comparison with Harvest and Britannia brands with high visibility across the capital. With the help of The Social Street’s analytical skills, a 14-day long burst plan was created including meticulous identification of touch points, an increase in media units to create an optimal balance of reach and recall, which eventually won over the trust of the brand guardians and business.

This was a relatively rare instance of an OOH campaign being launched by a brand as a pilot to gauge customer response, meaning all the brand’s future marketing strategies depended on this campaign. It involved taking over 111 OOH units across the NCR for a period of two weeks. All major arterial roads, transits and key junctions in the city were covered, using three different creative strategies. The aim was to initiate communication by retaining high consumer engagement and avoiding monotony.

The campaign was highly successful in terms of creating brand visibility and awareness for English Oven breads. The post campaign survey shows 84% creative recall and of that, 62% had brand recall, certifying the success of the campaign. The company is now considering pumping in more budgets in the OOH media for their other brands as well.