Neeman’s shoes taps into voice data on smartphones to target consumers

Delhi: VML, the global brand, customer experience, and commerce agency, has crafted a campaign called “Are Those Neeman’s  Shoes?,” its first for the digital-first footwear brand. 

In a partnership that began with the idea in January 2024, Neeman’s and VML worked with  The Other Half, a boutique production company, to launch a strategy to  increase awareness and traffic to the brand’s website and reach a wider audience. 

Marketers use voice data to  target consumers with ads. The campaign taps into this insight – and hacks the algorithm.  

Mukund Olety, Chief Creative Officer, VML, India, reflected on the campaign, stating,  "Challenged by a tight budget, we were thrilled to create this guerrilla-style campaign  with Neeman’s. We’ve all experienced it at times. Our phones are listening to us. We’ll  be talking about something and minutes later an ad for that pops up on your phone.  Some find it eerie but we wanted to use that power for good – Neeman’s good, to be  precise.”  

“Are Those Neeman’s Shoes Phone Hack” features two influencers traversing across the  country, adorned in Neeman's Shoes, drawing attention with their loud, enthusiastic  question, "Are those Neeman's shoes?" Trying to capture not only people’s attention but  also that of their always-listening phones.

Amar Preet Singh and Taran Chhabra, founders’ at Neeman’s, said of the campaign, “At  Neeman’s we are constantly innovating, whether it is our products or campaigns. With  the ever-evolving digital landscape, the audience expects you to deliver never-before experienced content to entertain them. It’s in our personality to stay curious, explore,  and learn new mediums of engagement that bring forth a new perspective and open up  conversations with the larger community. Working with VML and The Other Half, as  partners on this campaign, was a refreshing experience for their understanding of  content trends and tech has truly helped us spin together a campaign that we believe  will score highly on wit, and impact. With the success of the initial launch, we are already  planning to bring the campaign to more cities across India – so get ready for your phone  to hear: “Are those Neeman’s shoes?” in a city near you!”