Malvika Mahal, New Delhi
Posterscope India, the out-of-home (OOH) agency from Dentsu Aegis Network, came up with a new and technologically-advanced innovation to promote Hitachi's latest variant, "New Fresh Bottom Freezer", in the out-of-home space. The primary goal of the campaign was to build awareness in order to surge sales. The campaign stood in existence for almost a month and was primarily aimed at reaching out to the affluent population targeting but not limiting to confident urban dwellers with a modern, progressive and open-minded outlook.
Building on the brief, Posterscope crafted a campaign that resulted in a media mix delivering both impact and reach. It cumulatively had a delivered mix of unipole, billboard, back-lit premium bus shelters, LED screen and duct panel and was implemented across top eight cities. What motivated the agency to come up with a one-of-its kind innovation for the billboard integrated digital with OOH was the watchword preached by the very brand- "Inspire the Next". The technology used behind this latest innovation was based on 'addressable pixel programming', where every pixel was coded and mapped on the hoarding, crafted by Sakshi Advertisers. Not to miss, such an innovation was never till now executed in India before as claimed by the agency. No wonder, this radical innovation created a huge impact high stickiness and top-of-mind recall for the core TG.
Adding to its adequacy, this innovative campaign was a well thought-out media plan designed by Posterscope. After much sought primary research, patented analytical tools and accumulated understanding, the agency zeroed down on the main arterial locations in and around the Delhi Ring road for it witnesses heavy traffic and market influx. This resulted in proper execution of the campaign, ensuing extensive and significant buzz around the product which in turn led to the desired exposure of the brand around the 3-door refrigerator launch in a market like India, simultaneously recalling at points-of-purchase to accelerate consumer-purchase decisions.
Haresh Nayak, Regional Director, Posterscope APAC added, "We are glad to be associated with the exercise for Hitachi, ensuring the creation of high impact visibility with the wide spread out-of- home campaign. The world is currently standing in the midst of massive technological advancements and our consumers in India are not just aware but also exposed to these evolutions while sitting at home. Therefore, the campaign that we executed had to be such that it could stand up to a world-class quality. And I am glad that we have stood tall and delivered so well."