Posterscope India has executed a high-decibel campaign that leveraged the brand’s core strengths and using multiple high-visibility touch-points
BestMediaInfo Bureau | Mumbai | December 30, 2014
Posterscope India has woven an out-of-home campaign for the Microsoft Lumia 730 that optimizes the opportunity provided by the strengths of the brand in a highly competitive environment.
Posterscope identified the key destinations of the target audience – where they retreat, socialise and spend most of their leisure time such as malls, multiplexes, etc. Based on the insights gathered, Posterscope prepared the OOH strategy which was threefold: for impact and reach, take the streets; for suave presence, take transit places like airports; and for the conversion mile capture ambient spaces like shopping malls, corporate parks and cinemas.
On the creative front, the message was simple and clear: explicitly highlight the Microsoft services available on the Lumia 730, i.e. Office and Skype, to proclaim the USP of ‘Office on the go’ and ‘Just don’t talk, connect with Skype’.
The media mix was extensive as it included high impact billboards, mall facades and other display units, airport units, digital OOH screens across six metros for 30 days. The success of the campaign will be measured on three fronts: drive purchase intent, be recognized efficiently, and move key brand perceptions with terminologies like ‘cool’, ‘love’ ‘great for work and play’.
Raghuvesh Sarup, Director – Marketing, Nokia India Sales, a subsidiary of Microsoft Mobiles, said, “The market has evolved from being a battle of devices to a campaign of winning ecosystems. To win this market we need to offer truly compelling experiences and services to the consumer in an overall package called the device. The campaign echoes the same thought and highlights the key Microsoft services available on the Lumia 730. The creative input and flexibility of the Posterscope India team ensured that the campaign got visibility and was able to meet its objective.”
Haresh Nayak, MD, Posterscope India, said, “It gives us immense pleasure to get associated with such an esteemed brand like Microsoft. The media strategy was aligned to ensure that the campaign matches the means of communication and the consumer ecosystem. A very scientific method was put into the media planning, considering the brand value and insight and took great care in formulating and executing a plan that would create a powerful impact across the target group.”
Technology today has an overbearing effect on consumers, the choices are innumerable. This sea of choices translates into a highly competitive landscape. Consumers are willing to experiment with something new with upgraded technology and looks. Thus, a high decibel campaign to maximize the opportunity staring at the face was planned for the Microsoft Lumia 730. The key business objectives included to build familiarity with the Windows OS and capabilities of Lumia devices, creating meaning for Lumia 730 as family of devices that empower people to make things happen. The priority target audience for this campaign were the cultural curators, which included SEC ABC, age bracket 18-24, with the core communication goal ‘Lumia Devices: Inspired to make things happen’.