The nationwide campaign tries to maximum visibility and interest in the new car using 250 media units across 20 cities
BestMediaInfo Bureau | Mumbai | September 26, 2013
The new Wagon R Stingray, from the Maruti Suzuki stable, is making waves in the outdoor category. The company roped in Laqshya Media Solutions to plan and execute a nationwide campaign for the launch of the new model. The month-long campaign involved a great deal of reasearch and planning, as the agency tried to create maximum visibility and interest in the car across the country.
The brief provided by the client was to generate maximum impact by using hoardings and spaces in relevant locations. Even though visibility was a crucial factor in the client brief, the idea was to ensure that the brand and the product stood out in a stylish and tasteful way without being too intrusive. The campaign, designed by Laqshya Media Solutions, included a mix of various media ranging from billboards, gantries, unipoles to bridge panels and toll brandings.
Atul Shrivastava, COO for Laqshya Group, said, “We are happy with the efforts the team has put in to innovate and create a powerful OOH campaign for the Stingray launch. The locations chosen have been excellent and ideal for such an important campaign. Since Maruti Suzuki has been a client with us for several years, we wanted to do something exceptional and different to make the launch a success.”
The campaign made extensive use of as many as 250 media units across 20 cities, at main arterial routes, high traffic zones and key touch points.[caption id="attachment_35930" align="alignleft" width="150"] Vinay Pant[/caption]
Vinay Pant, Media Head for Maruti Suzuki, said about the campaign, “The brief for the campaign was to create good visibility through outdoor advertising for the Stingray launch that would capture the attention of young, trendy people in the metros and even in the tier II cities. We knew that creating such a large-scale campaign would be quite a challenge but we are very pleased with the ideas and execution from Laqshya Media Solutions.”[caption id="attachment_35931" align="alignleft" width="150"] Avinash Singh[/caption]
Avinash Singh, Media Manager for Maruti Suzuki, added, “Our aim was to ensure maximum visibility for the new Wagon R Stingray and I am happy to say that the agency has delivered well on that front. I am especially pleased with some of the unique innovations like the branding at the Noida toll plaza. We look forward to many more exciting outdoor campaigns in time to come.”