Landmark Outdoor, Design & Branding, Case study WIN SHOES by J. Walter Thompson Mumbai

WIN SHOES

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Industry Retail, Distribution & Rental companies
Media Outdoor, Billboard, Poster, Transportation & Vehicles, Design & Branding, Case study
Market India
Agency J. Walter Thompson Mumbai
Creative Director Senthil Kumar
Art Director Kanickraj Samuel
Copywriter Rohan Kodialbail
Photographer Jaggi @ Jaggi Studios Bangalore
Typographer Kanickraj Samuel
Illustrator Kanickraj Samuel
Released September 2010

Credits & Description

Category: Posters
Advertiser: LANDMARK GROUP
Product/Service: LIFESYLE INNER CIRCLE SHOPPING CARD
Agency: JWT
Date of First Appearance: Sep 8 2010
Entrant Company: JWT, Mumbai, INDIA
Executive Creative Director: Senthil Kumar (JWT)
Creative Director: Senthil Kumar (JWT)
Art Director: Kanickraj Samuel (JWT)
Typographer: Kanickraj Samuel (JWT)
Copywriter: Rohan Kodialbail (JWT)
Photographer: Jaggi
Production Manager: Tapas Guha (JWT)
Illustrator: Kanickraj Samuel (JWT)
Media placement: Posters - 10 City Malls, 120 Lifestyle & Retail Stores Across India - 10 12 2010
Media placement: Interactive Posters - 120 Lifestyle & Retail Stores Across India - 15 12 2010
Describe the brief from the client
CHALLENGE:
To promote the Lifestyle Inner Circle Shopping Card.
A card that helps you gain points on every purchase, and use the points to pick up more products from the Lifestyle store.
The communication should be purely in-store, targeting existing shoppers.
Describe the challenges and key objectives
In a store filled with various communication, ranging from discounts on products to new arrivals, the challenge was to make the ‘Inner Circle Card’ communication stand out from the rest.
The communication had to bring out the fact that - the more one swiped, the more one stood to gain.
Describe how you arrived at the final design
Since the promotion was to communicate ‘more gains with every swipe’, we decided to show products, designed purely out of swipes or swipe impressions.
So bags, furniture, shoes etc were created with swipe lines cut into the board. The Inner Circle cards were then placed in the cuts, suggesting when they swiped their card, they stood to gain those very products.
Simple interactive demonstrations of what you get when you swipe more.
Give some indication of how successful the outcome was in the market
25% increase in usage of Lifestyle Inner Circle Shopping Card.
40% increase in sales during the campaign period.
Awareness increased considerably and conversion of customers into the loyalty program increased twofold since these posters were put up.
People were found playing with the interactive posters, moving the card from one side to the other.