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Apple launches ‘bigger than bigger’ OOH campaign

The campaign has been executed in 24 cities by agency Milestone Brandcom, to communicate the arrival of bigger screens with iPhone 6 and iPhone 6 Plus

BestMediaInfo Bureau | Delhi | November 11, 2014

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Apple has launched an OOH campaign for its iPhone 6 and iPhone 6 Plus phones, with a proposition ‘Bigger than Bigger’. Executed by Milestone Brandcom, the campaign communicates the arrival of bigger screens with iPhone 6 and iPhone 6 Plus. Reddington India is the official national distributor for the iPhone 6.

Apple wanted to create hype in the Indian markets and decided to execute a month-long OOH campaign to create brand value.

Milestone planned and executed this elaborate campaign in 24 cities in two phases. In the first phase, images of the new iPhone were plastered across the streets of India. Starting October 10, for over a week, Apple left everyone guessing as to when the new phones will be made available. The campaign creative featured the new iPhone with copy that read – ‘Coming Soon’. The second phase of the campaign kick-started on October 16. The outdoor creative showed the new phones - iPhone 6 and 6 plus, along with the brand proposition of ‘Bigger than Bigger’.

Nabendu Bhattacharyya Nabendu Bhattacharyya

Nabendu Bhattacharyya, CEO and Managing Director, Milestone Brandcom, said, “The iPhone 6 was one of the most awaited gadget launches of 2014, and we are elated that we could convey the same to audiences in India. The media strategy was aligned to ensure that the communication matches the means of communication. The five biggest, brightest and best billboards in each city were handpicked by our media planners at Milestone, and the 100 finest billboards displayed the campaign. Executing such a campaign can be very intimidating, but team Milestone ensured that brand standards and guidelines were followed, down to the smallest detail. The elitist sites in every city were picked up after an exhaustive evaluation of TG absorption. A very methodical approach was put into the media planning, considering the brand value and perception. We look forward to executing many more campaigns for Apple, and hope that we can together extend some of our best creativity in Indian OOH markets.”

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