Posterscope delivers Nescafe's chilling summer campaign to 'beat the heat'

Uses mediums like bus shelters, metro stations, mall branding and commercial office places supported by LED screen and digital screens inside Easy cab

BestMediaInfo Bureau | Delhi | May 29, 2012

With the summer setting in, the coffee major is all set to ensure that its consumers 'shake and make' and chill with cold coffee. To ensure that coffee remains a beverage of choice even in summers and further extend Nescafe's market leadership in the category, the company has rolled out a 360 degree cold coffee campaign, and outdoor plays a pivotal role in the campaign. The popular heartthrob and youth icon, Deepika Padukone, who is also the brand ambassador of Nescafe, is sizzling in this campaign and it ensures that its grabs everyone's attention on. Posterscope India is in charge of this outdoor work for Nescafe.

Haresh Nayak, Managing Director, Posterscope Group India says "This is our 3rd year of working on the brand and our 8th summer related campaign across categories and brands. For this campaign we have focused on Impact through high frequency and have used our Prism Suite of tools to greater effect".

Stating, the objective of the campaign was to generate high level of engagement amongst the TG. Talking on strategy for the campaign, Vinay Goel, Senior Business Director, Posterscope India said, 'Keeping the brand and brief in mind, we planned a high decibel high impact campaign with extensive mix of out of home media vehicles. The choices of media for this campaign are strategic wherein we used traditional media like billboard and unipole for largeness. Bus shelters, metro stations, mall branding and commercial office places were used for reach while Digital OOH like LED screen and digital screens inside Easy cab used to bring in technology.'

In Gurgaon, the DLF buildings were targeted and sculpted by creating a corridor with multiple media like Wall wraps, building façade, lift branding, bench branding and scroller.

One of the key challenges for Posterscope was to obtain the desired quality and number of media vehicles at the right locations. Multiple hits across all important high traffic routes have helped quick registration and high recall of the campaign.

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