The agency rolled out this innovation to promote the brand’s latest refrigerator variant at a busy location in Delhi. The innovation led to creating an extensive and significant buzz around the product
BestMediaInfo Bureau | Mumbai | July 14, 2016
Posterscope India, the out-of-home (OOH) agency from Dentsu Aegis Network, has rolled out a technologically-advanced innovation to promote Hitachi’s latest variant, ‘New Fresh Bottom Freezer,’ in the OOH space.
The core objective of the campaign is to build awareness and increase sales. The month-long campaign is aimed at reaching out to the affluent population -- confident urban dwellers with a modern, progressive and open-minded outlook.
The campaign, which is based on the brand communication, ‘Inspire the Next’, motivated the agency to come up with a one-of-its kind innovation for a billboard. The billboard integrated digital with OOH. Such an innovation has never been executed in India before.
The campaign is designed to communicate the key brand features of the three-door refrigerator and to build recall at points-of-purchase to accelerate consumer-purchase decisions.
For the record, the technology used behind this latest innovation is based on ‘addressable pixel programming.’ As part of the innovation, every pixel is coded and mapped on the hoarding. The innovation has created a huge impact and top-of-mind recall for the core target group.
Adding a layer of efficacy to this innovative campaign is a well thought-out media plan, designed by Posterscope. 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 in on a specific location in Delhi. Innovation was done at Ring road, which is the only point that connects South Delhi with West Delhi. Ring Road is one of Delhi’s arterial roads that witnesses heavy traffic and market influx.
This resulted in a successful execution of the campaign and all timelines were maintained without any compromise in quality. The innovation led to creating an extensive and significant buzz around the product. This led to the desired exposure of the brand around a product launch in a market like India.
Speaking about the innovative campaign, Haresh Nayak, Regional Director, Posterscope APAC added, “We are glad to be associated with the exercise for Hitachi, ensuring the creation of high impact visibility with the widespread out-of- home campaign. The world is currently standing in the midst of massive technological advancements and our consumers in India are not just aware but also exposed to these evolutions while sitting at home. Therefore, the campaign that we executed had to be such that it could stand up to a world-class quality. And I am glad that we have stood tall and delivered so well.”
The campaign resulted in a media mix delivering both impact and reach. The campaign has a delivered mix of unipole, billboard, back-lit premium bus shelters, LED screens and duct panels. The campaign has been implemented across top eight cities.