Van Heusen always brings something interesting when it comes to advertising campaigns. For its one-of-a-kind 7-in-1 suit collection for wedding season, the brand has started a comprehensive marketing campaign and is looking to spread the word across over 90 cities in India. It will be using various platforms of branding, including OOH, which will debut nationally across multiple mediums – TV, cinema, print and social media.
The ad video features Chase Armitage, international parkour star solving a Rubik’s Cube with an air of confidence. The Rubik’s cube has been portrayed like a metaphor in the film that brings alive the suit collection, which is classic but with a distinct twist. The brain behind the film is Famous Innovations, and the 30-seconds film will be aired nationally in over 90 cities across over 1300 movie screens, digital and electronic media. This will be supported through a diverse promotion strategy in the upcoming months.
Recently, the company also launched a digital media campaign at Mumbai airport to create awareness amongst passengers on its athleisure range. The campaign was designed to showcase athleisure as the perfect travel companion for both men and women. Mumbai Airport continues to be a high traffic airport with a recorded footfall of 50 million and is therefore, an obvious choice for any brand looking to garner eyeballs. Mumbai airport also sees a huge chunk of business travellers, who also travel frequently.
Times OOH reports that 77 per cent of all Mumbai passengers take more than two domestic trips in a year and 46 per cent of them take more than two international trips. Further, 60 per cent claimed that they love to travel. The campaign worked well as the brand was able to spread awareness about their new range, which comes under affordable trendy outerwear. It also resulted in a higher level of digital engagement and virality that integrated with their online campaign: #VHOnTheGo