A sizzling Slice

Slice with its new ‘ meet Katrina’ campaign captured the OOH space in a rather sizzling way. The outdoor agency Kinetic Worldwide was briefed to think of a campaign that complements the theme of ‘Katrina ka number, Crown ke under’. Thus the agency started to look at ideas which would be different, out of the usual, eye catching and at the same time that could establish a quick and instant connect with the people who see it. Thus a 15 feet high transparent bottle of Slice was fabricated, in which the cut- out of Katrina was placed. There were a lot of challenges -- right from the material of the bottle and the shape and material of the plank that has the message to the actual fabrication of a 15 feet high transparent bottle. ABS molding was used to fabricate the bottle. The locations to be selected were not the traditional billboards but non- traditional locations at the main junctions and main roads of the city to create that talk- ability. 11 such locations had been identified for this innovation – which includes, Chennai – Marina Beach, Gurgaon – NR DT Mall, Noida – DND Flyover, Mumbai – Mahim Causeway and Juhu Chowapatty, Ahmedabad - Kankaria Lake, Pune – University Road, Lucknow – Fun Mall, Agra – Subhash Park, Kanpur – Heera Palace and Chandigarh – Fun Mall. Apart from this the conventional formats like Billboards, Bus Shelters, Gantry etc, were taken up and some also had Jut – Outs and Cut – Outs so as to augment the outdoor campaign. The campaign went live across India with about 200 sites