Objective

A global submarine sandwich brand wanted to create awareness about the newly launched Indian- flavors in their key market – Mumbai, inviting new consumers to try out the desi-fied sandwich.

Strategy & Execution

Studies Indicate Transit media to be most effective in delivering awareness, with Railway DOOH ads being 2nd to airports in terms of effectiveness.
Programmatic DOOH screens across 15 stations in Mumbai were used to deliver the brand message to the suburban traveler, educating them about the new flavors.
These stations were strategically identified keeping in mind the proximity of these stations to the store locations.
Optimal results were obtained with time-band optimization in sync with footfall density.