The reach of the campaign stretched from Baroda in the west to Kolkata in the east, Delhi in the north to Bangalore in the south
BestMediaInfo Bureau | Mumbai | April 20, 2016
Posterscope India, an out-of-home (OOH) agency of the Dentsu Aegis Network, has set another benchmark with the launch of its campaign for the Badam Booster flavour of Cadbury’s Bournvita health beverage.
Cadbury Bournvita came up with a new flavour, ‘Badam Booster’ to cater for the Indian taste palate and the belief that ‘Badam’ (almond) was a healthy nut for kids. The brand intended to launch the new flavour with a huge buzz in the out-of-home space and had commissioned Posterscope as its OOH agency.
The core objective of the campaign was to launch Bournvita Badam as a new variant of the Bournvita health drink and highlight the key ingredient (‘Badam’ or almonds), in its communication. The campaign aimed to reach out to the SEC A&B mothers of kids aged between five and fifteen years. The idea was to build awareness about the benefit of almonds in the all-new Bournvita Badam Booster, especially during the time of the year, when children have their examinations.
Building on the brief, Posterscope crafted a campaign which resulted in a media mix that delivered both impact and reach. The media formats used for impact were billboards, FOBs (foot over bridges), Unipoles, gantries, pillars and designer walls. To build reach and frequency, Posterscope deployed bus shelters, local and metro trains and signages across various cities.
The innovative billboards that Posterscope installed at sites in Mumbai and Ahmedabad added an edge to the campaign. The billboards that showcased the new Bournvita Badam Booster creative jutting out and highlighted in a blue halo, gave the campaign the much needed buzz.
The campaign has been implemented across major cities, including Delhi, Jaipur, Lucknow and Kanpur in the North, Mumbai, Pune, Ahmedabad and Baroda in the West, Kolkata in the East and Bangalore in the South.
Commenting on the campaign, Amrita Ramanathan, Brand Manager, Mondelez, said, “We recently launched a brand new variant, Cadbury Bournvita Badam Booster. The launch campaign includes a new TVC, as well as extensive outdoor and digital activations, targeting the brand’s core target audience – mothers. Impactful launch in outdoor segment has been a critical part of most of our launches as they help build awareness and drive trials. With a clutter breaking visual and quirky messaging, this campaign should get noticed and talked about.”
Fabian Cowan – EVP, Posterscope India, added, “It was a privilege to work on this launch as it was an extremely focused out of home opportunity. Our proprietary research initiative OCS (Out of home consumer survey) allowed us to reach the target audience at the right place through the right media placements, which was layered with innovation to heighten the campaign’s visibility and recall.”