Malvika Mahal, New Delhi
Vivo Smartphones, a nascent brand in smartphone category is quite proactive with its advertising & promotion strategies where indeed, OOH has been taken quite thoughtfully. Where the brand is strategically utilising OOH medium to re-inforce its brand name with large-size sites, simultaneously the smartphone brand is also occupying this medium in order to promote its wide range of products.
Vivo recently collaborated with Times OOH to mark the launch of their new Smartphone V3MAX- Faster Then Faster. The campaign kicked off in November and is running live on the wraps of two trains. With an aim to register better among consumers, Vivo has decided to run this campaign for more than a year, which is way more than usual.
The idea behind the branding on metro was to capture the mind space of the target group, comprising the young urban populace, for the recently launched phones. Smartphones need a strong visual branding which allows them to display their unique product specifications to a wider audience with a robust impact.
Jack Ding, Director, Vivo Mobile Smartphone, Maharashtra said, "We wanted to target the young, urban and upwardly mobile audience of Mumbai who are driven by the high penetration of Smartphone's. As Metro wrap acts as a moving billboard so to stay along the entire route of metro, we thought it would be a great medium to capture the attention of our TG".
"The Mumbai Metro cuts through the linear vehicular landscape of the city and becomes the fastest way to commute from Versova to Ghatkopar. Plus the 3 lac commuters daily are a perfect blend of young, tech-savvy & value-conscious consumers".
Vivo smartphone offers faster processing capability & best-in-class features that such young audiences are looking for in a phone", said Vikram Hemdev, AVP- Revenue, MIAL, Times OOH.
Alongside the campaign has also been visible in different cities of the nation like Delhi, Haryana, Punjab & Chennai. Malls & Arterial Roads of these cities have become the main hub of the brand where brand isn't only displaying themselve, but also engaging the audience via on-ground activation.