SBI Card strengthens marketing campaign with Holocube technology

Installed at IGI Airport's T3, the Holocube campaign was ideated and executed by Kinetic India, WPP's OOH media specialist agency, in collaboration with Maxus

Shanta Saikia | Delhi | March 9, 2015

SBI Card recently became one of the first Indian credit card brands to install a Holocube to strengthen their marketing programme. SBI Card invested in this innovative technology as part of their promotion plan for the Air India SBI Card. The Holocube unit was installed on February 12, 2015 and was on display till March 4, 2015.

Globally, brands such as McLaren, Micardis, American Airlines, Citroen, and Samsung have used this technology in their brand campaigns.

The strategy behind this unique installation was two-fold: 1) increasing business queries by reaching out to target consumers and decision makers at locations where the brand gets a captive audience; and 2) enhancing the brand and product imagery via a disruptive idea that uses the latest technology in an interesting manner.

Vijay Jasuja

Elaborating on the installation, Vijay Jasuja, CEO, SBI Card, said, “A highly innovative technology, Holocube is a cube-shaped device that can play 3D animated holographic images. This unit was specially flown in from Belgium for this activity. The creative for the Air India SBI Card was also designed by a team of specialist from Belgium.” He further said that the 70-inch high unit installed at T3 was also the largest by any brand in the country.

The Holocube played (in-loop) a 144-second 3D animated video that highlighted the features of the Air India SBI Card. The animation video showcased the journey of a credit card through famous travel destinations of the world, as it interestingly transformed itself into symbols frequently associated with travel.

On what made SBI Card opt for the holocube technology for this campaign, Jasuja explained, “For a product like the Air India SBI Card that has the best in class features, we were looking at a unique and interesting idea to engage with customers. The Holocube unit at T3 represented technology, innovativeness and simplicity, which we try and provide in all our products and services. The strategy behind this unique installation was to enhance the brand and product imagery via a disruptive idea that uses the latest technology in an interesting manner. It was a new experiential OOH medium, which crated positive impact and was an innovative catalyst in generating the 'wow' factor among the target audience.”

This campaign was ideated and executed by Kinetic India, WPP's out of home media specialist agency, in collaboration with Maxus.

Amit Sarkar

Commenting on the campaign, Amit Sarkar, COO - India, Kinetic Worldwide, elaborated, “We wanted to integrate advanced technology with digital content, which may sync with an 'airport environment' and compliment the 'inside airport' static display options. We looked at various technologies and found that the Holocube was the best suited technology for the current campaign as it gives complete liberty to develop the content as per the requirement of the brief and also helps in creating a wow effect among the target audience. The focus was to enable 'consumer experience' in a new avatar.”

He further informed that the biggest challenge was to find the best possible location for the placement of the Holocube. “The Holocube is a hollow unit, one can see the movement behind the cube and the holographic 3D images and creatives play in the middle. We wanted to place the unit where there is steady flow of travellers walking, so that they can see the movement at the back.  Additionally, getting the required approvals from Airport Authorities was a challenge we faced in this campaign.”

He further said that the brief from the client for a product like the Air India SBI Card was to highlight its best in class features as well as develop a unique and interesting idea to engage with customers. The Holocube unit at T3 represents technology, innovativeness and simplicity.

Comparing the Holocube technology with traditional outdoor advertising platforms, Sarkar said, “The biggest advantage of this technology is that we can create content as per the requirement of the campaign and can provide the entire messaging in a 3D format as compared to outdoor advertising, where only static branding is possible.”

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