Bhawana Anand, New Delhi
Raw Pressery, a first of its kind juice (cold-pressed) in the FMCG segment are now visible nationwide through a beautifully executed OOH campaign. It's fair to say that, Raw Pressery had already taken over the retail shelves in key metropolitans but the time was right to adopt an integrated marketing approach to further strengthen its distribution as well as to establish itself in a market cluttered with supply-driven alternatives. Interestingly, Raw Pressery aligned its marketing strategy by putting the OOH medium on the top of its list to ensure great salience. And to handle the OOH media duties, the brand roped in OAP, an OOH specialist agency.
The objective of the campaign was to introduce the brand to audiences at large, create recall factor and establishing product individuality. Smritika Sharma - Marketing Head, Raw Pressery further articulated, "We wish to set the tone for the summer with our first ever integrated campaign and allow the customer to engage with the strong visual identity of the brand."
With strengthening of the client's distribution, the brief given to OAP was to introduce the brand to new consumers as well as establish salience with existing ones. "The OOH leg of the campaign was aimed at increasing the TOM recall for the brand. Raw Pressery's intent was to ensure that anybody thinking about having a fresh healthy beverage this summer must think of "THE FRUIT, THE WHOLE FRUIT, ONLY THE FRUIT. AND NOTHING ELSE", shared Gautam Jhanjee - COO North, OAP.
A high decibel campaign was rolled out across Billboards, Unipoles, BQS, LED screens etc in top 7 cities of India, with an aim to target the young adults. The subtle wordplay of the campaign line with 'Truth' being replaced with the word 'Fruit' also helped building credibility while delivering the humour in the tone of voice. Six beautiful creative showcasing the images of fresh fruits definitely mesmerised audiences towards the campaign.
While addressing the point of the insights and visual architecture invested behind the creative, Smritika explained, "From a visual stand point - this is the first time any juice brand has glorified the fruit and let the fruit take centre stage in their visuals. We defined our entire creative with fruits in their raw, natural and glorious from. Apart from being unavoidable to the eye with a vibrantly bold, distinctive, colourful visual language - we also want to build credibility for our product. RAW Pressery believes fruits are best in their natural, untouched form and that's why, that's all we put in our bottles."
The media planning designed and executed by the agency were on the lines to approach the audience best suited for this premium product. As Gautam further highlighted, "The focus was to identify the best possible touch points across premium locations thereby targeting the right audience. A media mix was planned with BQS and LED's ensuring reach of the campaign in the target area coupled with large format billboards showcasing the product in larger than life form."
This campaign too, had to beat few roadblocks such as rolling out a multicity high decibel campaign and short-listing the best sites in the best of the locations specifically in South & Central parts of each city. "Difficulty gets compounded when there is a barrage of other campaigns being rolled out with everybody vying for the same locations. Using the right mix of the creative at prominent locations was also a task considering as many as 6 different creatives were used to communicate the message", shared Gautam.
"Raw Pressery, a pioneer in the cold pressed juice segment is still nascent in the FMCG space. With regards OOH, this was the first time client was using outdoor media and had understandable reservations about its effectiveness. The way RAW Pressery takes utmost care of the products they offer to their customers, they expected their OOH partner to do the same while ensuring the best & effective formats are displaying their brand. Not many clients give their OOH agencies the flexibility to implement what the agency feels is best for the brand. Fortunately for us, Raw Pressery isn't one of them. Therefore, having OAP as their OOH partner, they ensured the selection of the best suited media formats. Planning of the campaign, selection of the right media and finally executing the campaign along with subtle though clutter breaking innovations was indeed an enriching experience for us. Since the client had given us a free hand the pressure on us was all the more to ensure a highly visible campaign is rolled out. The reviews from our peers in the industry, customer feedback and resounding reviews from RAW Pressery reaffirm our efforts to a job well done", expressed Gautam.
On sharing their foremost encounter with OOH, Smritika said, "We have received very positive feedback for the vibrant, bold yet simple visual of showing only fruit in our campaign. Outdoor has been an interesting medium to explore while establishing the brand's presence and is being complemented with an effective media mix to garner salience. Having OAP as our strategic partner for our first outdoor campaign has resulted in great synergies. The team was efficient in planning the visibility basis our strategy and supported the same though effortless execution. The discussions over multiple sites and the suggestions over the same have channelized the campaign to a resounding success in all 7 cities. We hope to continue the trend of building awareness week-on-week with OAP."