The agencies, Law & Kenneth and Brandcomm, have depicted the product features through various innovations like motorised movement on large-sized billboards
Neha Saraiya | Delhi | September 26, 2011
With the Outdoor medium evolving like never before, brands are aggressively pushing their communication through this route. Keeping up with this trend, Godrej Interio recently came up with a breakthrough OOH innovation for its new range of furniture line.
The OOH campaign, carried out in 26 cities with the innovation restricted to major metros, has been up for about a month now. The entire campaign has been conceptualized by Law & Kenneth and executed by Brandcomm.
Talking about the innovation on a static platform like Outdoor, Charles Victor, National Creative Director, Law & Kenneth, said, âThe idea evolved from the thought of how do we take the movement that film gives and translate it into a static medium like Outdoor.â
The innovation on billboards showed product attributes like "Sizzle dining table'' with a hotplate on top; ''Karbon Bed'' with electronically controlled storage; and an extendable "Kreationâ wardrobe. To showcase the hotplate, red colour blinking neon was used. Similarly, for Karbon bed, a bed moving up and down was used to create the effect of the electronically controlled storage; a motor was used to move the bed up and down. A motor was also used to create the effect of an extendable wardrobe.
Commenting on the challenges in the implementation of the creative idea, Dhiraj Ahuja, Brandcomm, said, âIn the Karbon bed creative the complete mattress needs to lift upwards to show the storage below. The complete cutouts -- mattress separate and the bed with storage as the other one -- are more than 15 feet in width and 12 feet in height, weighing more than 18 kg. Pulleys have been used with supports fabricated to show the movement. Initially, the motors were getting heated and therefore we changed the motor to a 1 HP unit. Even a separate timer was used for the motor to start and stop after a certain time break, to enable it to cool down and not get overheated.â
Bedraj Tripathy, General Manager, Godrej Interio, said, âItâs not just an innovation but an integration of technology. Itâs a brand campaign with a communication platform of thoughtfully designed products. Traditionally, brand campaigns are done on TV and Print, but here is a completely different model. This is more on an inspirational level and is more relevant to the brand.â
Apart from the innovations, simple corporate branding has been carried out through billboards, unipoles, wall wraps and mobile vans, resulting in high visibility and recall value. Bus shelters were used on important arterial routes to cater to the moving TG on roads.
For each of the innovation, carried out across cities like Mumbai, Delhi NCR, Kolkata, Pune, Hyderabad and Bangalore, the company has spent around Rs 6 lakh per site on an average, with each site taking up four days for completion. The entire budget for the campaign is set around Rs 1.5 crore.
The company will follow up the promotion with digital and print.