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Cadbury creates high-voltage OOH campaign for Fuse

12, January, 2017

Bureau, New Delhi

A strategically crafted campaign that resulted in a media mix delivering both impact and reach for the chocolate brand.
  • Traditional Media # Punjabi Bagh, Delhi, Delhi NCR
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  • Traditional Media #Vishwa Vidyalaya, Delhi, Delhi NCR
    Unipole: Price - INR 2,00,000 PM
    Company Name: Krishna Studio Out-door Advertisers
    Contact Person: Manish Grover | CEO
    Contact Details: +91 9312270803 | money_gro@yahoo.com
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    Company Name: Sign Age
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  • Traditional Media #Sector - 16A, Noida, Delhi NCR
    Unipole: Price - INR 1,50,000 PM
    Company Name: Arc Media
    Contact Person: Rajeev Agarwal | Director
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    Company Name: Adzone
    Contact Person: Varinder Dedha | Director
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  • Traditional Media #Mahim Causeway, Mumbai, Mumbai
    Billboard: Price - INR 8,00,000 PM
    Company Name: Vantage Advertising Pvt. Ltd.
    Contact Person: Rumi Marawalla | Branch Head
    Contact Details: +91 9820561418 | rumi@vantage.co.in
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    Foot Over...: Price - INR 10,00,000 PM
    Company Name: Proactive In & Out Advertising Ltd.
    Contact Person: Aseem | Marketing Head
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    Company Name: Kapole Advertising Agency
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    Contact Person: Murtaza Hakim | Director
    Contact Details: +91 9167350052 | icon@iconadnet.com
  • Transit Media #Mumbai Metro
    Train Wrap...: Price - INR 15,00,000 PM
    Company Name: Times OOH Media
    Contact Person: Manish Khandelwal | VP & Head Revenue
    Contact Details: +91 9910346663 | manish.khandelwal@timesgroup.com
  • Traditional Media #Tulsipipe Road, Mumbai, Mumbai
    Billboard: Price - INR 3,00,000 PM
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    Contact Person: Sanjeev Chaudhary | Manager- Sales
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    Billboard: Price - INR 3,00,000 PM
    Company Name: Laqshya Media
    Contact Person: Sanjeev Chaudhary | Manager- Sales
    Contact Details: +91 9769626223 | contact@laqshyagroup.com
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    Billboard: Price - INR 3,00,000 PM
    Company Name: Laqshya Media
    Contact Person: Sanjeev Chaudhary | Manager- Sales
    Contact Details: +91 9769626223 | contact@laqshyagroup.com
  • Traditional Media #Tulsipipe Road, Mumbai, Mumbai
    Billboard: Price - INR 3,00,000 PM
    Company Name: Laqshya Media
    Contact Person: Sanjeev Chaudhary | Manager- Sales
    Contact Details: +91 9769626223 | contact@laqshyagroup.com
  • Traditional Media #New link Road, Mumbai, Mumbai
    Billboard: Price - INR 7,50,000 PM
    Company Name: Roshan Publicity
    Contact Person: Altaf | Director
    Contact Details: +91 9820053633 | roshanpublicity@gmail.com

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."

Tags :  Cadbury Fuse. Posterscope Fabian Cowan Traditional Metro Train Wrap Mumbai Metro Bus Branding Youth

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