Fossil goes to its roots!

Adhering to its heritage, Fossil drives its promotional campaign in a vintage Ford Mustang! Bangalore sees its first Fossil store at Orion Mall where the brand debuts with a swoosh.

Enter the Orion Mall atrium and a swanky’tinstallation’- as they call it- of a vintage car greets the guests. This promotional gimmick livened the space and Fossil gets the brownie points for it. This initiative was taken to launch the brand in Bangalore with pomp. The installation is a result of a well-thought creative process.

Fossil has a history which owes to recognised quality craftsmanship and showstopper timepieces. The vintage car is symbolic to the long heritage of the brand. Also, the tinstallation has been done up with the Fossil tin boxes used for packaging. These tin boxes are classic Fossil brand communicators and so served as apt props to construct the installation. Additional intriguing features were added to the installation to promote as a wholesome campaign. “We have used other elements to drive traffic to the tinstallation such as a vintage jukebox loaded with retro songs. Passerby’s were invited to listen to their favourite vintage number by picking up a coupon from the store for the same and handing it over to a promoter at the atrium who would play them their number. We also had a lucky draw event, where every three hours, one lucky winner won himself a brand new Fossil watch as well as the’Guess the number of tins used’ contest, said Gitanjali Talwar, VM Manager, Fossil India.

The entire structure was made using only the Fossil tins with wooden framework for support. It is fascinating to observe the way details like handles, headlights and side mirrors have been done on the tinstallion itself. Of course, not an easy task, the car takes this final form with a lot of effort from the VM team and references from Lego structures and Canstruction competitions.

Business was bound to knock the doors of the new store with such an enduring effort. On that note, Talwar, said, “Walk-ins increased by 200% during the promotion period. The store has seen an upswing in sales as well. At the Atrium space itself, a huge curious and intrigued crowd gathered.