Neeman's unconventional VML campaign breaks traditional advertising boundaries with guerrilla tactics
Global agency VML launches disruptive 'Are Those Neeman’s Shoes' campaign for digital-first footwear brand, breaking norms with innovative marketing strategies
Sumit Rawat
Neeman’s, in collaboration with VML and The Other Half, a boutique production company, embarked on a strategic endeavor aimed at enhancing website traffic and expanding the brand's presence. Widely covered by the media over the years, it's no secret that marketers utilize voice data to tailor advertisements to consumers. Leveraging this insight, the campaign endeavors to manipulate algorithms.
Mukund Olety, Chief Creative Officer at VML India, reflected on the campaign, expressing enthusiasm about the opportunity to devise a guerrilla-style initiative with Neeman’s despite budget constraints. He noted the common experience of feeling as though our phones are constantly listening, leading to advertisements seemingly tailored to our conversations. While some may find this phenomenon unsettling, the campaign seeks to channel this power for the benefit of Neeman.
Dubbed the "Are Those Neeman’s Shoes Phone Hack," the campaign features two influencers traversing the country decked out in Neeman’s footwear. Their boisterous inquiry, "Are those Neeman’s shoes?" not only grabs people's attention but also aims to capture the notice of their ever-vigilant smartphones. This cheeky awareness campaign has proven effective, boasting a 19% increase in brand-related Google searches and a significant rise in organic website visits.
Amar Preet Singh and Taran Chhabra, founders of Neeman’s, emphasized the company's commitment to innovation in both product development and marketing strategies. In today's rapidly evolving digital landscape, audience expectations demand novel and engaging content. Collaborating with VML and The Other Half on this campaign provided a refreshing perspective, drawing on their expertise in content trends and technology. The success of the initial launch has spurred plans to expand the campaign to additional cities across India, ensuring that the playful inquiry, "Are those Neeman’s shoes?" resonates far and wide.
