The Challenge
Mattel, the global toy and board game manufacturer, wanted to promote a localized edition of its family card game (UNO India) during the high-spend Diwali festive season. To maximize sales, they needed to dominate retail shopping hubs in major metros—specifically Mumbai and Delhi NCR. Because festive shoppers are exposed to hundreds of competing brands, Mattel needed a campaign that was highly visible during shopping transit commutes, and that could bridge the gap between physical outdoor displays and digital online purchases.
The Strategy & Solutions
Media Buying Agency planned a localized OOH takeover combined with geo-fenced mobile retargeting to capture consumer attention.
1. Festive Metro OOH & Transit Takeover
We booked high-visibility transit spaces, including metro train wraps in Delhi and Mumbai, and digital facades at premier shopping hubs like High Street Phoenix (Mumbai) and Select CITYWALK (Delhi). The creatives showcased colorful festive card illustrations and emphasized quick family playtime.
2. Geo-Fenced Mobile Ad Overlays
We built digital geofences around our OOH transit routes and mall displays. When shoppers carrying smartphones entered these precise coordinates, they were targeted with matching mobile ads on Instagram, Facebook, and local news apps. These mobile ads offered a direct 15% discount coupon redeemable at nearby toy stores (Hamleys, Toys "R" Us) or online marketplaces, turning outdoor recall into immediate sales.
3. Dynamic QR Code Integrations
The transit billboards and mall screens featured smart, trackable QR codes. Scanning the code launched a mobile-friendly map showing the nearest retail stores carrying the UNO festive edition, reducing shopper purchase friction.
"Media Buying Agency's combination of metro transit displays, shopping mall facades, and geo-fenced mobile ads gave our festive launch unparalleled market dominance. The unit sales broke all previous launch records."
The Results & Business Impact
The outdoor-to-mobile campaign yielded excellent festive retail sales:
- Brand Dominance: Post-campaign recall audits measured an exceptional 98% brand awareness in targeted shopping corridors.
- Ad Impressions: Verified commuter OOH impressions exceeded 14 million views across Delhi NCR and Mumbai MMR transit loops.
- Retail Volume: Over 180,000 UNO festive units were sold within 6 weeks, making it Mattel's most successful festive regional product launch in India.