A siz­zling Slice

Outdoor Asia - - Front Page -

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

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