Experiential marketing has become a preferred route for brands to allow customers a ‘touch-and-feel’ experience and promote brand awareness. British fashion brand Superdry, which recently made its Indian entry opted for a mall activity to promote the brand, while Cadbury got on-ground to advertise Oreo’s new Choco Crème variant. Strategic brand activation agency Candid Marketing carried out the activity for both brands.
Superdry models dress as Buckingham Palace guards & Japanese samurai
The objective was to create awareness about the brand by supporting the launch of the new stores opened in Palladium Mall and Phoenix Market City in Mumbai.
Commenting on the activation, Amrita Kumar, Managing Partner, Candid Marketing said, “The brand’s proposition integrates the spirit of Japan with classic British design. We brought this alive by having models dressed as Buckingham Palace guards and Japanese samurai manning the car.”
The Superdry Morgan 3, a vintage car displayed at the Palladium, generated a lot of buzz. Visitors were enlightened as to how design elements synonymous with the Superdry brand have been incorporated into the design of this iconic car. This included well-assembled quality materials and a modern take on traditional styling. Amrita added, “Promoting an apparel brand using a vintage car is rare and has worked in the brand’s favour.”
As part of a lucky draw contest, winners stood a chance to be driven around in the Superdry Morgan. Post the activity, visitors were directed to the Superdry store to explore the wide range of fashion and lifestyle products.
The brand has plans to conduct similar activations in Pune and Delhi subsequently.
Oreo engages consumers in ‘Twist, Lick and Dunk’ game
Oreo recently launched a new variant, Oreo Choco Crème, across India. To announce the launch, Candid Marketing took Oreo Choco Crème to malls. The activation took off on November 3 and was on till November 11 at select malls in Mumbai, Delhi, Bangalore, and Chennai.
The objective of the activity was to create awareness for the new variant by getting consumers to sample the new Oreo Choco Crème sandwich biscuits by engaging them in the popular Oreo ‘Twist, Lick and Dunk’ game.
On challenges faced while executing the activity, Amrita shared, “We have been associated with Oreo since its launch in India last year, and have done various activities for the brand. Our understanding of the brand’s essence, along with our experience and ability, helps us meet any challenges faced.”
At the set-up, parents and kids were invited to play games on a big LED screen with the help of Wii remote. Also, the recent Oreo TVC was being played at regular intervals. To get the TG to the set-up, games such as ‘Fish the Oreo’ were played, wherein a small pond was created and filled with magnetic Oreos. Participants were handed a fishing rod with a metal hook and were asked to catch as many magnetic Oreos as possible within a span of 30 seconds. Based on the scores achieved, visitors were gratified with Oreo Chocó Crème packets and gift hampers.
Chella Pandyan, AVP Marketing – Biscuits, Cadbury India said, “The simple objective of the activity was to drive awareness and trials of the new Oreo variant in a fun and engaging manner, and that has been achieved. We are currently in the awareness-building stage for the newly launched Oreo Choco Crème and this activity has contributed well to that process. We are happy with the activation.”
Pandyan added, “Candid Marketing has been able to deliver the kind of consumer-brand experience that we want on-ground. They are quality-conscious as a firm. Also, they don’t merely carry out activations but play an integral part during the ideation stage as well.”
Prior to this activity, Candid had organised an ‘Oreo Togetherness Mela’ to launch Oreo biscuits in tier II cities. It had multiple Oreo vans running in over 600 cities across the Western (Gujarat and Maharashtra), Eastern (Bihar), and Southern regions (Karnataka, Kerala, Tamil Nadu and Andhra Pradesh). For this activity, Candid had bagged a Gold at EEMAX 2012 for Best Integrated Communication Program.