Bureau, New Delhi
A massive OOH campaign has been rolled out to launch Cadbury's chocolate variant Fuse - a chewy, soft, creamy chocolate bar that satisfies hunger. 'FEAST UP' being the basis of the brand campaign, the core objective of this OOH promotion is to introduce an innovative way of snacking in-between meals. Posterscope India, the out-of-home (OOH) agency from Dentsu Aegis Network, has handled the media planning & buying for the campaign.
As part of the campaign, Posterscope took the concept of "Metro Train Wrap" in Mumbai with dominance from Ghatkoper Metro Station to Versova. The campaign is aimed at reaching out to the youth aged between 15-25 years across Sec A & B.
Building on the brief, Posterscope crafted a campaign that resulted in a media mix delivering both impact and reach. The media formats used for impact were billboards, unipoles, gantries, pillars, mall facades, airport, metro trains. To build reach and frequency, Posterscope deployed bus shelters, metro trains and signages across various cities. The campaign has been implemented across top 26 cities.
In an attempt to create uniformity in the campaign and to generate a higher recall, only one creative is being used across the country. Every creative essentially highlights the key contents of the product i.e. chocolate and peanuts along with the tagline 'Chocolaty Feast'.
Commenting on the campaign, Fabian Cowan, President, Posterscope India said, "Commute and travel time is a significant part of the city dweller's daily routine and, with the length of commute only increasing, we wove our out-of-home strategy around owning up the commute routes for Fuse. Metro wraps in this case was an integral part of the strategy, which drove visibility and heightened the campaigns impact."