Gionee's larger-than-life outdoor campaign

The mobile phone manufacturer has collaborated with JCDecaux to create buzz about its new 'slimmest' phone

BestMediaInfo Bureau | Delhi | September 15, 2014

Gionee Smartphones recently collaborated with JCDecaux to showcase Gionee Elife S5.5 – touted as the slimmest phone in the world – on larger-than-life displays in Delhi. The campaign kicked off in July and is running on the city's two premium glass facades at Shivaji Stadium Metro Station and Dhaula Kuan Metro Station, both on the Airport Express Line managed by JCDecaux India.

The idea behind the branding on glass facades was to capture the mind space of the target group, comprising the young urban populace, for the recently launched phone. Smartphones need a strong visual branding which allows them to display their unique product specifications to a wider audience with a robust impact.

“Our most recent campaign with JCDecaux, has actually been extremely effective and successful. The creative was optimised for outdoor with core focus on the phone's design, and we wanted to create a clutter-free environment. The mega branding executed at both the facades was an absolute answer to our objective,” said Arvind Vohra, Head, Gionee India.

Positioning Gionee Elife S5.5 as the slimmest phone in the world to commuters driving along the key connectivity stretches, the campaign also promotes the hashtag #morethanslim for customer engagement and mobile interactivity.

The Dhaula Kuan façade caters to traffic moving from Central Delhi to West Delhi and back, Delhi Airport and Gurgaon. The Shivaji Stadium façade addresses traffic moving to and from Connaught Place, along with a few tourist hotspots in central Delhi. It also happens to be the largest format in the Connaught Place area.

“We cater to an audience which is always on the go and same is the TG for smartphones. This campaign has been an exciting opportunity in bringing the target audience closest to the brand, with maximum brand visibility at the most prominent media,” said Olivier Heroguelle, Managing Director, JCDecaux India.

In addition to the large displays, Gionee is also running a campaign on JCDecaux Citylights, at premium locations such as the Nelson Mandela Marg and Sujan Singh Park in South Delhi, to further amplify its brand visibility.

“Smartphones are an esteemed category for us and we are really glad to have worked with Gionee on this campaign. What's interesting about the campaign is the fact that the brand has applied the rationale of combining the efficiency of street furniture networks along with impactful large formats which has helped create a rapid cover build,” Heroguelle added.

Info@BestMediaInfo.com

Info@BestMediaInfo.com