Smart campaign for a smart phone
While visibility is the prime driver in all OOH campaigns, what is even more crucial is where you are visible with respect to your target audience. This was, in fact, the key strategy for Blackberry as it rolled out an extensive OOH campaign on the occasi
While visibility is the prime driver in all OOH campaigns, what is even more crucial is where you are visible with respect to your target audience. This was, in fact, the key strategy for Blackberry as it rolled out an extensive OOH campaign on the occasion of its Z10 launch.
In association with Vivaki Specialist Services, Blackberry, a global leader in wireless innovation, launched an OOH campaign to create buzz about its new handset and its features and carved out a nice position in the cluttered smart phones market. The campaign was tailored to fit city specific large sized media and create impact rather than go for reach and frequency. It was seen in top eight metro cities plus 26 top Tier II towns. The duration of the campaign was 27 days in metro cites and 25 days in Tier II towns. In all 200 odd media was used in a total of 34 markets for the OOH activity with major allocation for the top 8 metros. “Blackberry Z10 was a lot about the new mobile computing platform. It is a smart phone which encapsulates the BBZ10 platform and the objective behind the whole campaign was to ensure a fairly a comprehensive campaign so while we were present in mass media like TV, print etc, we used OOH fairly extensively for the campaign. The direction for the campaign was to focus on having a higher impact and higher frequency for the right TG,” said Ashish Gupta, Director Channel Marketing, Blackberry India.
About 15% of the total budget was allotted to OOH medium. The brand planned to utilize this medium to accomplish two marketing objectives. “We used OOH fairly aggressively from a mode of extended campaign. We phased out the whole 360 degree in sync with each other; primarily TV advertisement was rolled out which ran for 4-5 weeks. Then after the third week of TVC, we ran the OOH campaign, so there was an overlap of two weeks, but we also got an extension of 2-3 weeks on outdoor. It was both a reminder and a recall,” explained Ashish. Explaining the choice of formats and sites, Ashish further added, “OOH sites were chosen targeting locations where we found that Blackberry target audience would be available. Most of the media used were larger formats and Markey sites in different cities.”
With an aim to highlight the features of the campaign, a lot of innovations were executed in metro cities. First was the Peak feature, in which a panel was highlighted to show the feature at Markey properties. Another innovation was done around the keyboard to showcase WKH flLFN IHDWXUH DQG SUHGLFWLYH WHxW ZKLFK ZDV VKRZQ LQ a fairly innovative manner at some of the outdoor sites. Apart from conventional formats and innovation, digital outdoor was also used at IGI airport T3. Times OOH’s digital screens were used to display the product centric information in an innovative manner. The location RIIHUHG DFFHVV WR D 100% GHSDUWLQJ WUDIfiF LQ D GLUHFWLRQ parallel to this compact yet impactful structure, allowing for greater visibility. A backlit panel on either side was used to create a letter cut of the logo on the top to increase TOM recall. Different jpegs were used on different screens aligned to the blackberry campaign. Blue LED lights were used to create a halo effect in line with the client’s brief of creating a ‘Special Zone’ dedicated to the brand which made it enthralling. As opposed to the traditional larger than life sites at the airport, the Blackberry innovation offered enhanced visibility to a more impactful display. This digital wall with innovative letter cuts and side panel is an in-house indigenous design. Unique ‘Magic pro software’ was used to run the backend. “The Blackberry campaign at Terminal 3 has once again reinforced our leadership in the DLJLWDO 22+ VSDFH. 7KH FUHDWLYH WKLQNLQJ DQG flDZOHVV execution behind the campaign in a collaborative manner with the client is a testament to our abilities as an organization, adding another jewel in the long list of innovative solutions created at TIMDAA,” said Rohit Chopra, CEO, TIMDAA.
“The creative thinking and flawless execution behind the campaign in a collaborative manner
with the client is a testament to our abilities as an organization, adding another jewel in the long list of innovative solutions created at TIMDAA,” Rohit Chopra CEO, TIMDAA
The brand and the agency concentrated on the media SODQQLQJ VSHFLfiFDOOy FRQVLGHULQJ WKH WDUJHW DXGLHQFH i.e. 25 – 45 yrs SEC A. The campaign was executed in depth but at selected areas. For instance, if Gurgaon was one of the places where the brand found the relevant audience, then they went deep in Gurgaon rather than spreading thin across the region. The media selection was also done carefully; for example, the brand was present in corporate areas and key city locations like BKC in Mumbai, key commercial houses in Ahmadabad etc. “If we have to trade off between a property which would give high footfall but the wrong TG and another property which would give lesser footfall but the right TG, we would probably go for the latter one,” said Ashish.
The agency had to face several challenges from different places. For example, during the course of the activity, there was an issue predominantly in the East of flHx JHWWLQJ WRUQ EHFDXVH RI EDG ZHDWKHU. 7R FRXQWHU WKDW issue the agency spoke to the media owners to install WKH FUHDWLYH DIWHU SODFLQJ D flHx DW WKH EDFN WR PLQLPLzH the effect of storm. In addition to this, the agency also activated online monitoring system during the course of the activity so that any display related issue could get replaced within 24 hours in metro towns and 48 hours in Tier II market.
According to the brand’s matrix and report, the recall percentage has increased substantially in OOH. “I think it has delivered what it was supposed to do in terms of communicating the platform and the product WR WKH 7G. 7KH VDOHV KDYH EHHQ HxFHOOHQW, LW LV GLIfiFXOW to connect the direct sales to OOH but yes, sales have proven that the campaign has been able to achieve its objective. Agency Vivaki has a good hardworking team and I am sure they will work hard to deliver the client’s objective,” sums up Ashish. To increase the impact of the campaign, the agency in fact gave a value addition to the client by providing them 70% of the media by extending the display by further 2 – 3 days, which amounted to approximately 10% of the cost of the paid media. Whereas the additionally display media was given 4% worth of the cost of the paid media to increase the frequency as well as reach of the campaign. “My belief is that when there is synergy between the client & the agency, the results are self evident. It is indeed a privilege to have a client who not only synergies with us in thought but also co creates with us in practice. We have been working with BB for the last few years and it has always been our endeavor to contribute in their success, as our successes are dependent on how successful our clients become. Happily, we have been appreciated and integrated into the client’s DNA and we feel responsible as well as happy to work as one with them,” said Kaushik Chakravorty, COO, Vivaki Specialist Services
Rohit Chopra CEO, TIMDAA
Ashish Gupta Director Channel Marketing Blackberry India
Kaushik Chakravorty COO Vivaki Specialist Services