Shott’s main centre is in Surat and they wanted to make an entry in the metropolis of Gujarat. As a branding agency in Ahmedabad we got an opportunity to brand Shott’s launch with splendour. We were asked to conceptualize the launch strategy that conveys Amdavadi essence in all creatives. We positioned it as ‘The Social Harbor’ that anchored Shott in new terrain.
Shott was a whole entertainment dedicated arena with no idea about Ahmedabad’s audience. Withal, the city was never sport-centric, even if Shott had particular USPs. So, to evoke the Amdavadi energy for an action towards playfulness, we considered first to fill-in them with information about the unknown and attract towards Shott centre. It was very crucial to stir the gaming potion in Amdavadi spirit but we had a plan!
We adopted Through-the-line (TTL) branding strategy to give SHOTT a 360-Degree reach. A foolproof plan was laid with special Invitations engraved on wooden bats.
Print Advertising, Radio ads, Outdoor Branding through Hoardings, Kiosks, Standees and Vehicle Branding. Cinema slides supported by v/o, Marketing tools like Leaflets, Discount Pamphlets etc.
Indoors had no space left to the imagination with the Environmental branding of a glass wall, doors, gaming card, LED & iPad offers, Restaurant Menu and more. Series of vivid designs and intriguing layouts carried the vibe of ¬sunny yellows to achieve the targeted outcome.
Digital presence was supported by Interactive media, videos, Click ads and more.
Puffs-in a proud feeling when the strategy hit the grounds and made Shott’s presence willful in the market. Shott was grandly welcomed in Ahmedabad and had 10+% more footfalls than the target. The reason why we became branding partners for the year 2017 was the stupendous success of the launch.
There came the relaunch of Surat Shott. It was becoming larger than life to 1,00,000 sq. ft. from 40,000 sq. ft. the area at a different location. We had to hold the traffic at the current centre which was to be shut-off soon and also drive it to the new spot. This was made possible with smart communication in Outdoor and Social medium, thus launching Biggest, Sportiest and Boldest Shott successfully.