LED fitted billboards for Samsung's Gear S2

Posterscope and Cheil come together to create a high-impact OOH campaign for the smart watch

BestMediaInfo Bureau | Mumbai | February 26, 2016

Posterscope, the out-of-home agency from Dentsu Aegis Network, has partnered with Cheil India to execute an LED innovation for Samsung's latest smart watch Gear S2 across the three metros. Considering the target audience of SEC A1, A2, A3 Male in the 25-44 age bracket, the campaign has been launched in Mumbai, Delhi and Bengaluru.

The main aim of the campaign was to highlight the core features of Samsung Gear S2. The target audience include people who are early adopters of technology, lead an active lifestyle and always ready to stay connected. Cheil India developed the concept and creative, while Posterscope executed it.

Together, the two agencies have executed a high impact/ high visibility innovation to celebrate the launch of Samsung Gear S2, defined by the company as 'a revolutionary smart watch that is loaded with cutting edge features and has technology at its heart'.

While many similar products are available in the market, Samsung claims that the unique features, style and design will make the brand stand out from the clutter. In an effort to highlight the dynamic features of the watch, going beyond the traditional 2D approach of OOH was important. From this thought, the idea to include LEDs was born to create an innovative display that would do justice to the objective and serve the required impact.

After getting series of approvals from the local authorities to use LEDs on billboards since it is not a usual practice in the OOH domain, the execution was done.

Haresh Nayak

Haresh Nayak, ?Regional Director, Posterscope Asia Pacific & Managing Director, Posterscope Group India said, “Posterscope has invested in the largest out of home consumer survey called OCS, which is now in its second phase. A run through the target audience on OCS suggested that the audience tends to ignore ads in a clutter but are first to recognise and notice anything that is different, unusual and innovative. Using an LED to outshout the clutter in a refined and innovative way was the key to this initiative.”

Nayak added that the central proposition was to showcase the rotating dial of the watch which changes the apps and/or features when rotated.

A well thought over media plan by Cheil only added to the success of the campaign. Based on their deep understanding of the target consumer, which was derived from their primary research (OCS), patented analytical tools (PRISM) and accumulated understanding, Posterscope zeroed down on specific locations. Trade points were the focus in Mumbai while it was IT parks in Bangalore. In Delhi, an innovation was made at the DND toll road, which is a major entry point to the city from Noida.

Info@BestMediaInfo.com

Info@BestMediaInfo.com