National Stories

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.
  • Unipole | Traditional Media # Punjabi Bagh, Delhi
    Media Price: INR 2,25,000 PM
    Contact Person: Mr. Hitendra Luthra | Brite Advertising
    Contact Details: +91 9958799999 | hitendra@briteadmark.in
  • Unipole | Traditional Media #Janakpuri, Delhi
    Media Price: INR 2,50,000 PM
    Contact Person: Sarvesh Baliyan | Shine Art Services Pvt. Ltd.
    Contact Details: +91 9810414681 | shineadv.delhi@gmail.com
  • Unipole | Traditional Media #Vishwa Vidyalaya, Delhi
    Media Price: INR 2,00,000 PM
    Contact Person: Manish Grover | Krishna Studio Out-door Advertisers
    Contact Details: +91 9312270803 | money_gro@yahoo.com
  • Unipole | Traditional Media # Mayur Vihar, Delhi
    Media Price: INR 1,50,000 PM
    Contact Person: Gaurav Vijh | Sign Age
    Contact Details: +91 9810157320 | gaurav2710@gmail.com
  • Unipole | Traditional Media #Sector - 16A, Noida
    Media Price: INR 1,50,000 PM
    Contact Person: Rajeev Agarwal | Arc Media
    Contact Details: +91 9811007737 | rajeev.2728@gmail.com
  • Unipole | Traditional Media #DND Flyway, Noida
    Media Price: INR 4,00,000 PM
    Contact Person: Varinder Dedha | Adzone
    Contact Details: 9212636392 | virenderdedha10@gmail.com
  • Billboard | Traditional Media #Mahim Causeway, Mumbai
    Media Price: INR 8,00,000 PM
    Contact Person: Rumi Marawalla | Vantage Advertising Pvt. Ltd.
    Contact Details: +91 9820561418 | rumi@vantage.co.in
  • Foot Over... | Traditional Media #Bandra Link Road, Mumbai
    Media Price: INR 10,00,000 PM
    Contact Person: Aseem | Proactive In & Out Advertising Ltd.
    Contact Details: +91 9004415503 | krupaproactive@gmail.com
  • Billboard | Traditional Media #Andheri WEH, Mumbai
    Media Price: INR 5,50,000 PM
    Contact Person: Paresh Mehta | Kapole Advertising Agency
    Contact Details: +91 9820621613 | pareshmehta15@hotmail.com
  • Billboard | Traditional Media #Kalanagar Flyover on WEH, Mumbai
    Media Price: INR 9,00,000 PM
    Contact Person: Murtaza Hakim | Icon Ad Network (P) Limited
    Contact Details: +91 9167350052 | icon@iconadnet.com
  • Train Wrap... | Transit Media #Mumbai Metro
    Media Price: INR 15,00,000 PM
    Contact Person: Manish Khandelwal | Times OOH
    Contact Details: +91 9910346663 | manish.khandelwal@timesgroup.
  • Billboard | Traditional Media #Tulsipipe Road, Mumbai
    Media Price: INR 3,00,000 PM
    Contact Person: Sanjeev Chaudhary | Laqshya Media
    Contact Details: +91 9769626223 | contact@laqshyagroup.com
  • Billboard | Traditional Media #Tulsipipe Road, Mumbai
    Media Price: INR 3,00,000 PM
    Contact Person: Sanjeev Chaudhary | Laqshya Media
    Contact Details: +91 9769626223 | contact@laqshyagroup.com
  • Billboard | Traditional Media #Tulsipipe Road, Mumbai
    Media Price: INR 3,00,000 PM
    Contact Person: Sanjeev Chaudhary | Laqshya Media
    Contact Details: +91 9769626223 | contact@laqshyagroup.com
  • Billboard | Traditional Media #Tulsipipe Road, Mumbai
    Media Price: INR 3,00,000 PM
    Contact Person: Sanjeev Chaudhary | Laqshya Media
    Contact Details: +91 9769626223 | contact@laqshyagroup.com
  • Billboard | Traditional Media #New link Road, Mumbai
    Media Price: INR 7,50,000 PM
    Contact Person: Joheb Shaikh | Roshan Space
    Contact Details: +91 9004257921 | joheb.shaikh@roshanspace.com
  • Billboard | Traditional Media #University Road, Pune
    Media Price: INR 1,20,000 PM
    Contact Person: Vinod Kirve | Real Value
    Contact Details: +91 9960564218 | info@realvalueads.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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