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

Outdoor Asia - - Front Page - Bhawana Anand Cont from page 1

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.

Strate­giz­ing OOH

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.”

In­no­va­tions

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

Me­dia plan­ning

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.

Chal­lenges

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.

Re­sult

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

Ashish Gupta Di­rec­tor Chan­nel Mar­ket­ing

Black­berry In­dia

Ro­hit Cho­pra CEO, TIMDAA

Kaushik Chakra­vorty

COO Vi­vaki Spe­cial­ist Ser­vices

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