Cheil India in association with Platinum Outdoor, a unit of Madison World, has executed an out-of-home campaign by Samsung for its new range of split ACs with WindFree technology.
The new technology which is the highlight of this innovation, delivers powerful yet gentle cooling with 23,000 micro holes. Following a two-year pandemic-mandated lockdown, the objective of the activity was to capitalise on bringing out the best through OOH innovation and was carried out owing to the huge revival of outdoor commute.
The idea of driving massive visibility and reach for the brand this summer has turned out well through the campaign by Cheil India.
The campaign covers four cities in India, Jaipur, Pune, Ahmedabad, and Kolkata. Samsung's eye-catching billboards have been placed in prominent, high traffic locations in each city, targeting high footfall locations and commuter areas.
To creatively impact consumers, a large scale backlit cut out of AC was executed with a magnifying lens that magnifies the micro holes in the AC. The magnifying lens and AC were both backlit. "Samsung WindFree powerful gentle cooling" was highlighted with acrylic letters. With the use of blue ice as a backdrop in the creatives, the campaign intended to depict a cool environment because of the ACs.
Samsung’s one-month-long campaign includes bright, LED-lit creatives visible on highways. With this outdoor campaign for Samsung, the brand has positioned itself to become a hot topic of conversation by discussing the importance of micro holes for clean and cool air in people’s homes.
Ankur Kapoor, Product Marketing Head, AC business, Samsung, said, “Our latest range of premium WindFree air conditioners addresses consumers' evolved home cooling needs and works efficiently by dispersing cool air through 23,000 micro holes. The new line-up is designed to give highest level of comfort by creating a still air environment, along with powerful cooling. We used innovative out of home hoardings to create awareness in key markets and it enabled us to connect with the right target audience for this product range,” said.
Durba Mandal, (Head – OOH Business), Cheil India, said, “At Cheil India, we believe in creating both value and impact for Samsung with our focused planning approach. The brief from Samsung for its brand-new split ACs with WindFree technology was very precise, to use the OOH format innovatively and highlight the technology feature of the newly launched range and I am glad we carried out the campaign flawlessly.”
Dipankar Sanyal, CEO, Platinum Outdoor and MRP, said, “We have been collaborating with Cheil for Samsung for over a decade now. It has always been our endeavour to create great work for our clients both on creative and planning using our Madison proprietary tools for sharper targeting. We are extremely happy to see our idea of bringing alive the various aspects of Samsung’s split AC with WindFree technology on strategically located billboards.”