Bhawana Anand, New Delhi
Mondelez India recently launched a new biscuit product i.e. Cadbury Bournvita. Since biscuits are predominately consumed during the morning time, the confectionery brand intelligently positioned the biscuit as the 'Subha Ka Biscuit' i.e. Morning's Biscuit. In its 360 degree marketing strategy, the OOH medium has also been incorporated into the plan with the core objective of the campaign centred around building awareness of the launch of this new offering.
Cadbury Bournvita Biscuits is the company's second brand in the biscuits category after Oreo. With this, Mondelez India expands its category footprint from cream biscuits to cookies. Cadbury Bournvita Biscuits, with its ProHEALTH Vitamins and signature chocolatey taste, will offer a perfect balance for the morning snacking occasion.
OOH mandate of the campaign handled by Posterscope India, the out-of-home (OOH) agency from the Dentsu Aegis Network rolled out a massive OOH campaign to announce the launch of Mondelez's latest variant "Cadbury Bournvita Biscuits".
Keeping it's communication in sync with the entire marketing plan, Subah ka Biscuit product tagline has been highlighted in an outdoor campaign to showcase the product as a morning breakfast snack. The campaign aimed to reach out to the mothers of children aged five and fifteen years across Sec A & B.
Building on the brief, the OOH agency crafted a campaign that resulted in a media mix delivering both impact and reach. The media formats used for impact werebillboards, unipoles, gantries, pillars, mall facades, airport, metro trains. To build reach and frequency, Posterscope deployed bus shelters,food Court table mat brandings, local and metro trains and signages across various cities.The campaign has been implemented across top 20 cities.
"We launched a high decibel integrated marketing campaign with strong on-ground, social, digital & OOH activation plan to create awareness and drive rapid trials in the launch phase", explained Mondelez spokesperson.
The innovative billboard installed in Mumbai added an edge to the campaign. Using an LED lit "Subah ka Biscuit" on a hoarding sized 100ftx10ft along with a backlit product pack the effect was impactful. Special lighting gave the effect of a rising sun thereby creating freshness in "the morning zone". The innovation helped the brand stand out while the LED lighting ensured long distance visibility. This gave the campaign the much required buzz.
Explaining further about the innovation, Ashok Pillai, Creative Director Posterscope India said "We strategically choose a billboard that caters to the morning traffic and made sure that the site was one which had clear sky in the background in order to accentuate the innovation".