@home: Short Burst Pan India Promotional campaign: Speedy and Sustainable
@Home commissioned us for an in-store campaign of theirs. It was a discount program for their merchandise to be implemented in 13 cities spread across 18 stores. The brief was to produce and install all the BTL in-store elements of branding within 7 days of the design release. The collaterals were to be deployed in-store and also on company owned vehicles.
The challenges
- The artwork stage itself was nebulous and was rapidly changing & evolving within the project timelines. Coordination was needed with the customer personnel to get needed approvals.
- The team had to deploy on-site personnel in 13 cities and concurrently execute the work in 3 days before the sale date commenced for the stores.
- The team had to get the work approval from the store managers and also coordinate with HO for clarifications that were needed on a dynamic basis.
- Some elements had to be installed during night hours to meet operational requirements.
The Process followed:
Preparation of the project plan with zero in on production hubs & sensitize the onsite teams.
Vet the client artwork for print readiness and store data for BOQ tally, coordinate with HO & get the feedback from production.
Follow decentralized production mapped as per cities with localized production & localized on-site teams.
On site execution of the project by coordinating with local store managers.
The achievement:
About 15000 sq ft of Merchandising Brand collaterals were produced and installed in 13 cities in 18 stores in about 7 days’ time. Finally, we had a happy customer and a very proud team!