Titan Industries Promo, Case study MAFIA TO LAUNCH STORES by Maxus

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Industry Apparel, Clothing & Footwear
Media Promo & PR, Case study
Market India
Agency Maxus
Released March 2009

Credits & Description

Category: Clothing, Footwear & Accessories
Date of First Appearance: May 15 2009 12:00AM
Entrant Company: MAXUS, Bangalore, INDIA
General Manager South: Sanchayeeta Verma (Maxus)
Business Director: Anil Cheriyedath (Maxus)
Business Executive: Ranjani Rangarajan (MAXUS)
National Cluster Head - Radio: Ratan Rathore (Maxus)
Client Leader: Laya Menone (Maxus)
Investment Director: Kishan Kumar (Maxus)
Business Manager: Deepa Totad (Maxus)
Media placement: Radio - Radio One - 15/05/2009

Results and Effectiveness
16,000 people voted for the 3 Gangs over 9 days. On D-Day alone 2,500 people gathered in each store – 5.5 times more walk-ins as against earlier new store launch benchmarks. Post-event, walk-ins to Fastrack Store sustained over 2 months. Fastrack Stores became a youth hang-out in the city. The event-flow was templatised for other city store launches.

Creative Execution
We pulled the youth out of their universe in a way that didn’t just excite, but made them take action by introducing FASTRACK-STORE-VOICE-OFF (FSVO) contest, a 9-day activity to promote the store launches. The modus operandi was to TARGET YOUTH GANGS, make them FIGHT FOR OWNERSHIP of individual stores, get their FRIENDS TO SUPPORT the cause with radio jocks as KING-PINS SPURRING them on. Three of Bangalore’s most famous radio jocks were pitted against each other to draw people to THEIR store’s gang. Auditions began with LIVE RADIO LINKS from store; FASTRACK AUTORICKSHAWS drew crowds from CAMPUSES. After much heated competition the 3 STORE GANGS were in place READY FOR COMBAT. On D-Day with entire studio shifting instore, the gangs outdid each other attracting MAXIMUM walkins. The Gang with maximum walkins WON and got a chance to co-host a show on radio.

Insights, Strategy & the Idea
Fastrack, India’s leading youth accessory brand always sold through multi-brand outlets. For the first time last year they launched their flagship Fastrack Stores, starting with the city of Bangalore. We wanted every Bangalore youngster to know the exact locations of 3 new Fastrack Stores –Products would take care of selling themselves after this. Since a youngster’s life revolves around "ME, MY FRIENDS, MY HANGOUT, MY GANG", we gave him and his Gang something they always want: Fame, recognition and a unique Hangout to fight for. We decided to create a sense of ownership amongst the youth by making them gang up to fight for the Bangalore Fastrack Stores, each Gang being in charge of ONE store. In radio jockeys, we found the ideal gang leaders, who would take charge, recruit and lead the gang, pull in crowd support and egg them on a daily basis.