MUMBAI: Dentsu Aegis Network’s digital agency, Isobar India has collaborated with Wrangler to help the brand launch its latest collection, ‘Stretch Plus’ in India. As part of the launch, the agency has devised and executed a digital media campaign for Wrangler that focusses on engaging followers with the product’s latest feature, ‘Extra Stretch’.

In an age where brands are using banner ads on mobile devices to direct users towards discounts or generate other forms of marketing leads, Isobar India has created an interactive approach to engross consumers by extending the stretch feature of the product on the banner itself. Targeting users on touch devices, the agency asks customers to ‘stretch’ the product on the devise for a surprise offer. Every time they stretch the denim on the mobile banner, an offer pops up that leads them to avail discounts on the collection.

The campaign has already garnered a total impression of 2,618,948 with an Engagement Rate of 1.8 per cent. The number of vouchers/coupons that have been generated until now are 1,147. The same number of new users have also been added to the database. For the record, the campaign has been executed in collaboration with mCanvas Advertising.

Isobar India Vice President Suraj Nagappa says, “Our objective is to nudge the audience and make them experience the stretch feature and drive home the point, albeit in a non-preachy manner. We wanted to appeal to the viewer’s reason, and not just feeling. The brand positioning has witnessed a significant shift to adapt to the evolving consumer behaviour. The Stretch Plus campaign has rightfully delivered on the requirement of Wrangler’s new age consumers.”

Commenting on the campaign, Wrangler Marketing Head Rohini Haldea adds, “Interactive ads are a good way for brands to get consumers’ attention and engage with them in a way that is meaningful to the brand. With the interactive ad feature, Wrangler’s Stretch Plus campaign is aimed at creating a digital experience that highlights the product benefits in an engaging manner and incentivises the consumer to try the product.”