Pepperfry frames its offerings in the outdoor

Online furniture and home products firm Pepperfry launched an extensive outdoor campaign in four metros to establish a strong brand presence in the key markets. The campaign, titled’This or That?’ and’Happy Furniture to You’, was executed by OOH firm Milestone Brandcom.

Pepperfry aimed to build traction for its retail portal in areas where fewer people had used the online space. The brand shared with the agency the user traffic details under each pin code basis which the campaign rollout could be planned. The campaign was also meant to showcase the extensive range of Pepperfry product offerings.

Milestone identified some 1,000 touchpoints in the target cities, including the key traffic corridors of the cities, for deploying the campaign. The target audience was SEC A/A+ in the 25-44 age group.

The campaign featured rather quirky and engaging creatives. “The creative showcased the combination of product and service related value propositions.  The campaign included various creatives informing about a new proposition. While one campaign focused on our service orientation i.e. free assembly, free delivery, money back guarantee etc., the other showcased the wide variety of furniture options available to their customers, said Kashyap Vadapalli, CMO, Pepperfry.com.

“To further address the barriers to shopping for furniture online, stylish kiosks were designed in the airports of key cities i.e. Bengaluru, Mumbai and Delhi so that consumers could experience our furniture range, said Vadapalli.

The campaign was deployed on a variety of formats such as billboards, BQS, scrollers, unipoles, gantries, pole kiosks, facades and signage panels.

he agency faced quite many challenging situations while executing the campaign. At the outset, the team had to deliver within a very short timeframe. For the airport innovation, there were the challenges of obtaining passes for executing the work, even as the expectation was that the work would be completed before the India visit of US President Barack Obama. The US President was visiting India as the Chief Guest at the Republic Day Parade.

Overall, the campaign proved to be a resounding success with the brand recording 3.2x growth in sales 2.1x growth in consumer visits on its portal.