Saif Sayed, New Delhi
In the race of getting noticed and heard, Times OOH has always been in the lead and this time around they have stepped up to a whole new level altogether. The recent Renault Kwid campaign executed by them got the audience looking up to the product, literally in every sense of the word. Actual KWID car replica has been hung from the roof top with face down angle at the Mumbai Airport, Terminal 1B Security Hold Area.The car is hung from specific angles that romances the design of the car and to maintain the stability it is suspended by four metal wires, experts were brought in to raise the 150kg mock up to the desired height. The audiences are in awe of the car and on top of it the way it’s presented to them.
This innovation has been done for the 1st time in the history of Indian OOH industry. The innovation highlighted the launch of KWID in the most cluttered segment where a number of choices already exist. The unique idea for the campaign created disruption in the media to showcase the car’s brilliant design. Engineering solutions needed to be drawn up for this kind of installation. This included stress test of suspensions wires, load bearing capacity of the ceiling and fabrication of the mock-up within weight requirements. The reason to pull off a campaign, like this one of a kind innovation was to create high impact visibility. The campaign started from 25th Sep 2015 and will last for a month.
“Renault KWID is a game-changer product that will redefine the conventional notions of the mini car segment in India. Innovation is synonymous with Renault and we use this not only in the development of our products, but also in the way we are engaging with our customers. We opened the bookings for Renault KWID with the Renault Virtual Showroom and the Renault KWID Mobile App, which are revolutions in the industry. With this Iconic display, we take customer engagement to new levels, in line with the positioning of Renault KWID, which is to ‘Live For More’.” said Virat Khullar, Renault India.
“Disruption is key to create Innovative and memorable executions in OOH space. With this Hanging Car execution team OMD has challenged the norm within Airport advertising space ensuring buzz & high impact for Renault KWID launch”. Said Ashish Bhatnagar Managing Director OMD North India.
“In the highly competitive auto sector, it has been rewarding for us to be able to partner Renault, OMD and MIAL to execute this challenging innovation. We believe that airports offer a perfect setting to engage and target discerning audiences with such unique opportunities. We are pleased that the new and exciting Renault KWID has been showcased in such a manner at the Mumbai Airport” said Sharath Chandra, Chief Revenue Officer & Head alternate Media, Times OOH.