In another innovation by the out-of-home agency, Cadbury Dairy Milk's latest pack bursts out of a billboard, taking people by surprise
BestMediaInfo Bureau | Mumbai | August 17, 2016
Posterscope India, the out-of-home (OOH) agency from Dentsu Aegis Network, recently rolled out a massive OOH campaign to announce the launch of Mondelez’s latest variant, the 'Cadbury Maha Pack.'
The key objective of the campaign is to upgrade the Cadbury Dairy Milk consumer to a larger pack. The brand is targeted at male and female consumers aged 13-24, Sec A and B.
Building on the brief, Posterscope India crafted a campaign that resulted in a media mix delivering both impact and reach. It cumulatively delivered a mix of billboard, unipole, gantry, pillars, train stations, metro train and bus shelters across top 15 cities, covering more than 300 touch points and over 500 media units.
In addition to using the traditional OOH media formats, the agency took the OOH communication to another level by creating a larger-than-life Cadbury Dairy Milk ‘Maha Pack’ held together by two sumo wrestlers on a truck. The 22-foot truck carried a huge cut-out in the peak traffic hours of Mumbai across the length and breadth to create buzz both online and offline. This was an eye-catcher for the travellers in the peak hours, creating the required impact and buzz for the brand.
Adding to the impact was a ground-breaking innovation at one of the busiest roads in Mumbai, Juhu. It showcased the Maha Pack breaking the Billboard into two parts due to its huge size.
This innovation in OOH was motivated by the watchwords that said ‘Your favourite chocolate just got bigger!’, with the hash tag #Mahapack following it to grab eyeballs on twitter.
Haresh Nayak, Regional Director, Posterscope, APAC, said, “This was a one-of-its-kind disruptive advertising created by Posterscope. Not only did the team go ahead and create a new media option for the brand but we also created multiple innovations highlighting the core essence of the product. The media strategy was aligned to ensure that the campaign matches the means of communication in the out-of-home space, within the consumer ecosystem.”