Bhawana Anand, New Delhi
Samsung India Electronics extends its Samsung J Series Mobile campaign to OOH medium to further strengthen the main stream campaign promoting new mobile handset. The multi-series TVC showcases Bollywood actor- Shahid Kapoor talking about the smart ways to utilize 4G services with an advanced level of handset, offered by new Samsung J series. Likewise the OOH space has been occupied to create hype in the mobile handset market and build brand awareness amongst tech-savvy young audience and smart phone users. The OOH campaign has been launched at Mumbai Metro- inside and outside of trains and stations possessed by Times OOH.
The campaign is visible at all sorts of media available at stations including Mumbai Metro Full train wrap ranging around 5000+ sqft area, Internal and External media, Metro TV playing video ads, inside Metro Digital Screens and also Static platform panels. The brand's idea was to look for large media to build impact and frequency recall media at high footfalls station/zone.
This media happened to be a best suited for the campaign due to its benefits such as high impact and frequency reaching out to 31 lac unique commuters a month. While the exterior branding is appropriate for large displays having Shahid Kapoor, internal branding is used for product displays. 21 mins of dwell time inside the train, allows the brand to effectively communicate the message. By internal train branding, product is being communicated and Metro TV (Most recalled medium at Mumbai Metro) is used to play the video inside train.
Limited time for printing and mounting, especially the train wrap media did create some challenge for Times OOH team but they finally managed to execute it with effective co-ordination and team work. Therefore as a result, the OOH campaign which started initially for 1 month duration got the extension for additional 1 month.