Top Story

e4m_logo.png

Home >> Out-of-home >> Article

Posterscope launches Appy’s new avatar with its first-ever OOH campaign

06-October-2017
Font Size   16
Share
Posterscope launches Appy’s new avatar with its first-ever OOH campaign

Parle Agro’s Appyhas joined hands with Dentsu Aegis Network’s Posterscope India to roll out a new campaign featuring Appy’s new avatar. The brand continues using its distinctive black packaging, with an evolution of its logo developed to build a strong brand persona, attracting new consumers to the brand.

Building on the brief, Posterscope India crafted a campaign highlighting the brand’s new bold, chic look that resulted in a media mix delivering both impact and reach. The media formats used were billboards, bus shelters, gantries, unipoles, bus wraps, metro pillars, etc. In an attempt to create impact, multiple creatives are being used across cities. The campaign has been executed in 30 plus cities that include the top 8 metros, the tier 1 and tier 2 cities.

The main objective of the campaign was to create reach and awareness. From arterial routes, youth hangouts, shopping destinations to residential belts, all were covered methodically using a mix of media formats to get maximum visibility. Posterscope made extensive use of its primary research tool Outdoor Consumer Survey (OCS) to arrive at the TG touchpoints and its planning tool, OOHZONE, for zeroing on the right media placement location and plan optimisation.







Ashvin Bhatia, Associate Vice President, Posterscope Mumbai said, “Parle Agro has always set new benchmarks in out-of-home usage. Every campaign has a divine objective. We used our own core understanding of the Appy brand DNA and our location expertise to arrive at an optimised consumer centric approach. We are privileged to be part of this iconic brand.”

Fabian Trevor Cowan, Director, Posterscope India said, “Posterscope’s association with Parle Agro goes back a long time. We have deeply invested in this relationship and are honoured to be part of their out of home initiatives.”

Commenting on the launch of the campaign, Nadia Chauhan, JMD & CMO, Parle Agro said, “The new Appy design gives it a contemporary and bold look and is being communicated with high impact campaign to create top of mind brand recall in the cluttered beverage category. Posterscope has been a trusted partner over the years and with this campaign, they have continued to help us set new benchmarks in OOH impact. Appy has retained its leadership position in the apple fruit drink category over the years and with the brand’s first ATL campaign we are confident that the brand will be able to scale new heights.”

Bhasin on the checks and balances of new IRS, methodology with new companies like Vedsur on board, interpreting the data and why it’s not fair to compare with previous data

Chitresh Sinha, CEO, Chlorophyll Innovation Lab and Vivek Singh, Joint MD, Procam International speak exclusively with exchange4media on the upcoming #BeBetter Campaign for the TATA Mumbai Marathon

Abhishek Punia, Co-founder and COO of ARM Worldwide, tells about how they re-branded themselves from ARM Digital to ARM Worldwide and in the process marked their presence globally

Srinivasan opens up on what prompted their recent rebrand, their foray into bus depots and developing the software that displays Bengaluru Metropolitan Transport Corporation's (BMTC) Passenger Information System for all the major bus depots in Bangalore.

As the brand sets its gaze towards the future, it was a clear direction to amplify the very feeling of this ‘attachment'

Brands have discovered the immense potential videos hold in today’s socially connected world and organic video virality has become every marketer’s dream

Punjab has witnessed highest growth, of more than 50% DTH penetration, followed by HP and J&K