Aarti Pahwa, New Delhi
iBall has partnered with Times OOH to roll out an OOH campaign in Mumbai Airport using QR Codes and charging stations
Brand messages of its new "iBall power bank with you" campaign were featured on the airport's mobile charging facilities while passengers wait to board their flights. The messages were also delivered on more than 72 media options in total, with 144 faces across the airport, in a bid to reach out to audiences. Times OOH complemented this media with compelling communication and QR codes that led to e- charging station units.
Advertisements on the charging stations afford an average dwell time of 20 to 30 minutes for brands seeking a unique platform to engage audiences while being associated with connectivity and convenience.
Speaking on the success of the campaign, Iftekhar Ahmed Siddiqui, Vice President, Marketing at iBall, said, "The USP of the campaign was its location and contextual communication: Talking about a product wherein you can't ignore it. Promoting power banks at Airport mobile charging stations is SPOT ON. That's what we did, we have identified the location, selected a product and put up classic, evergreen communication that the travellers just can't ignore. We used Netflix, Whatsapp, PUBG and other popular entertainment platforms in our communications that often consumes the maximum battery of your devices. We told the users, you can continue watching, playing or texting if you have iBall powerbank with you."
Campaign messaging "Right now, the SmartOnes are still on WhatsApp" or "Right now, the SmartOnes are buying this on Amazon made for relevant impressions and action.
"We received tremendous response from both travellers and industry veterans on how the creative communication was playful and fun, which made it engaging. The creative on the charging kiosks received maximum attention from the users, while a lot of discussions were started on Social Media and its impactful messaging. We not only generated huge demand for the product but ultimately surpassed our initial goals with approximately 1 lakh scans in the duration of the campaign." Siddiqui added.
Meanwhile, the agency says that the OOH solutions at Mumbai Airport can be tailored to meet different campaign objectives, and to express brand values like convenience and good service for achieving top-of-mind awareness.