Mod’art India is a leading fashion school in India. Training students to shine in the world of fashion, Mod’art India has two teaching facilities, each in Mumbai and Delhi. The institute is known for imparting hands on experience to its wards. Along with full-time undergraduate and postgraduate fashion courses, the institute runs several short time fashion and photography courses. Being a sister concern of Mod’art International, the fashion school gets international apprenticeship and placements for its students.
Mod’art India Mumbai division wanted to increase its brand recognition across the city and attract aspiring talents between the age group of 18 to 25 to enrolment in their courses. They expected to boost admissions and site visits by prospective students with advertising in the beginning of the 2015-16 sessions.
Their instructions were simple: Strategize an ad campaign within the given budget to
- Heighten the Mod’art image in Mumbai
- Boost admission queries
- Increase enrolment in Mod’art courses.
Mumbai is the city of fashion, glamour and glitz. It houses one of the top fashion institutes of India. Promoting a new fashion school even with Mod’art standards will be tough. Only a media plan with exceptional making will give successful results.
And that’s what we do. We create ads which skyrocket your brands to the Mumbai horizon.
The releaseMyAd Strategy
Our first concern was to identify the target groups for Mod’art. They had already said students in the age group of 18 to 25 were their primary targets. But our team realised the fee structure of the institute could only be afforded by the affluent or upper-middle class students. We thus chose to flaunt the “Mod’art India life” to target affluent youngsters between the ages of 18 to 25 using Cinema Ads in PVR Cinemas.
We chose Cinema Ads as
- Cinema Ads are better received by audiences. This happens as viewers at movie hall are with far lesser distractions and thus, can concentrate better on the ads.
- Research proves ads shown in cinema halls have more ‘recall’ value.
For the creative aspect of the ad, we decided to go for audio slides. The audio slides brought out the benefits of studying at Mod’art. Its state of art facilities that provide young designers a platform to sharpen and polish their skills of designing clothes, accessories, placements and walking the ramp with their show-stoppers is unparalleled in India.
Our team zeroed in on the PVR Cinemas at Dynamix Mall, Mumbai for this purpose.
In the first two weeks, we advertised in only Blockbuster category ensuring more audiences in their seats. Youngsters are known for their penchant for blockbuster movies and we wanted to cash in on that.
The next two weeks saw ads on all five screens of PVR Cinemas, Dynamix Mall. This, in turn, brought in a whole lot of audiences to view our ads.
Positive results were soon reported by the Mod’art Admissions Office.
Positive Results for Mod’art India – Mumbai
Within just two weeks of the ad being aired, Mod’art India Mumbai branch was flooded with admission and course enquiries.
During admissions, the institute reported 14% rise in total enrolments.
Impact on Mod’art India
The positive results of the ad campaign in Mumbai have stimulated Mod’art India to adopt cinema ads for its Delhi Centre too. Mod’art India – Delhi has advertised with us for their short-term courses and got similar results.
For successful cinema advertising campaigns, you can contact releaseMyAd at 09830688443 or write to us at firstname.lastname@example.org.