@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:

1

Preparation of the project plan with zero in on production hubs & sensitize the onsite teams.

2

Vet the client artwork for print readiness and store data for BOQ tally, coordinate with HO & get the feedback from production.

3

Follow decentralized production mapped as per cities with localized production & localized on-site teams.

4

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!

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