In order to appeal to the youth and build brand love amongst them, Spykar created a product that matches and meets the needs of the fast paced lifestyle that millennials and the generation Z lives today. The objective was to launch GYMJNS and showcase its functional attributes of the product in a chic and classy way and establish Spykar as an athleisure brand.
The name of campaign – #BeExtraa with GYMJNS was perfect, considering our target audience, the youth, who want to portray themselves in their own lingo and be extra with their attitude. And to reach out to this audience, we planned an integrated campaign across digital, outdoor, radio and TV.
From designing of billboards, creating the pre-buzz video, media ad designs, to the microsite, our team has been heavily involved in the planning and execution of this campaign.