Categories Name : SPECIAL AWARDS
Sub-Category : Location-based or Proximity Marketing Campaign of the Year
Campaign Name : Fastrack
The Fastrack hyper-local audio campaign serves as a benchmark for precision proximity marketing, driving visibility and footfall across 150+ stores over an 11-month period. To address the challenge of maintaining store-level awareness without wasting marketing spend, the brand implemented a strategy centered on precision hyperlocal targeting, utilizing pin-code level parameters to reach audiences within a strict 5km radius of each store. The creative approach featured 18 customized audio jingles developed by vernacular content experts to ensure cultural relevance across 20+ cities. This data-driven execution led to significant impact, delivering 1.50 Cr impressions, a 33% over-delivery against the initial commitment. Furthermore, the campaign consistently maintained an average Listen-Through Rate (LTR) of 88%. Fastrack’s retail marketing leadership validated the success, noting that the team's proactive course corrections and structured planning were vital to meeting campaign goals. By merging strict geographic boundaries with tailored vernacular content, Fastrack successfully maximized local engagement, making this a definitive Location-based Campaign of the Year.