The core objective of the campaign is to build awareness and thereby, increase sales. The one-month-long campaign is aimed at reaching out to the affluent population – confident urban dwellers with a modern, progressive and open-minded outlook.

Building on the brief, Posterscope crafted a campaign that resulted in a media mix delivering both impact and reach. The campaign has a delivered mix of unipole, billboard, back-lit premium bus shelters, LED screen and duct panel. The campaign has been implemented across top eight cities.
The campaign, which is based on the brand communication, ““Inspire the Next”, motivated the agency to come up with a one-of-its kind innovation for a billboard. The billboard integrated digital with OOH. It is pertinent to note here that such an innovation has never been executed in India before.

The campaign has been designed to communicate the key brand feature of the 3-door refrigerator and to build recall at points-of-purchase to accelerate consumer-purchase decisions.

For the record, the technology used behind this latest innovation is based on ‘addressable pixel programming’. As part of the innovation, every pixel is coded and mapped on the hoarding. The innovation has created a huge impact, high stickiness and top-of-mind recall for the core TG.

Adding a layer of efficacy to this innovative campaign, is a well thought-out media plan that was designed by Posterscope. Based on their deep understanding of the target consumer, which was derived from their primary research (OCS), patented analytical tools (PRISM) and accumulated understanding, Posterscope zeroed down on a specific location in Delhi. Innovation was done at Ring road, which is the only point that connects South Delhi to West Delhi. Ring road is Delhi’s one of the main arterial roads that witnesses heavy traffic and market influx.

This resulted in the flawless execution of the campaign and all timelines were maintained without any compromise in quality. The innovation led to creating extensive and significant buzz around the product. This in-turn has led to the desired exposure of the brand around a product launch in a market like India.

Recently Published

Key Takeaway: China’s national champions for semiconductor design and manufacturing, HiSilicon and Semiconductor Manufacturing International Corporation (SMIC), are making waves in Washington. Huawei’s launch of the Huawei Mate 60 smartphone in August 2023 showed that Chinese self-sufficiency in HiSilicon’s semiconductor design and SMIC’s manufacturing capabilities were catching up at an alarming pace. The US has […]

Top Picks

Key Takeaway: Shared attention amplifies experiences and builds relationships, according to studies in various countries. Research shows that synchronous attention with others yields stronger memories, deeper emotions, and firmer motivations. This can be observed in labs across the US, Australia, Hungary, Germany, and Denmark. Shared attention can also build relationships across the political divide and […]
Key Takeaway: Disney has a rich musical legacy, with landmark films featuring musical numbers that remain household favourites today. The studio’s first sound film, Steamboat Willie, (1928), established Disney as the leading animation studio. The silent era of cinema (1923-1928) saw films without soundtracks but often accompanied by local organists or pianists. The Alice Comedies […]

Trending

I highly recommend reading the McKinsey Global Institute’s new report, “Reskilling China: Transforming The World’s Largest Workforce Into Lifelong Learners”, which focuses on the country’s biggest employment challenge, re-training its workforce and the adoption of practices such as lifelong learning to address the growing digital transformation of its productive fabric. How to transform the country […]

Join our Newsletter

Get our monthly recap with the latest news, articles and resources.

Login

Welcome to Empirics

We are glad you have decided to join our mission of gathering the collective knowledge of Asia!
Join Empirics