IdeateLabs Captures Hearts Through Its Brand-Factory Valentine's Campaign

The Brand

Brand Factory, a Future Group entity is India’s leading chain of fashion discount stores. There are more than 200 Indian and International brands available at 20%-70% discount, 365 days a year.

CLIENT

http://www.brandfactoryonline.com

01 The Task
02 The Strategy
03 The Execution

The task

To change the perception of Brand Factory – from just a discounted apparel store, to a brand that celebrates relationships.

The Strategy

To give people an opportunity to live their dream date by expressing their love in a unique way. This contest was run both online and offline, to drive maximum participation among the core target group.

The execution

On Facebook, a contest was launched asking people to express love for their partner using #LoveIsInTheAir. A few lucky winners were given a chance to surprise their dates with a helicopter ride over Mumbai along with several other surprises throughout the day. These special moments were filmed and shared on YouTube, Facebook and Twitter.