Aaren Initiative has executed an OOH campaign, titled E7 Airport Innovation, for the Nokia E7 smartphone that takes forward its ‘Success defined’ proposition in a ‘larger than life’ manner.
The campaign’s objective was to reinforce Nokia E7’s positioning as the all-in-one business smartphone by showcasing its key features, classy looks and stylish design. Nokia E7 is based on the proposition ‘Success redefined’. The strategy was to communicate this proposition to the relevant target audience by creating ‘larger than life opportunities’. The touch points (three key airports of India) were carefully selected so as to be able to create maximum impact.
Elaborating on the OOH campaign, Viral Oza, Marketing Director, Nokia, said, “Nokia E7 is our latest offering in the smartphone segment. The focus of the OOH campaign was to play up the unique yet elegant design of the device and highlight the key features that allow consumers to multi-task. The device is meant for a consumer who is always on the go and yet able to maintain a work/ life balance, the airports seemed appropriate for the campaign as we were able to connect with the relevant TG.”
Hemanth Shah, MD, Aaren Initiative, added here, “We wanted to deliver quality innovation on a never before done scale in India for the launch. As we all know, it is never easy to do any kind of innovation in India, especially one that involves dynamic video content playing on a billboard. What made this even more challenging was the fact that the TG touchpoint of airport was chosen. Airports not only were an expensive proposition to experiment on, but were also fraught with umpteen security clearances and prohibitive rules. However, we managed to deliver many firsts. Rarely do OOH specialist agencies take on and deliver turnkey projects of this scale and quality. This innovation came to life only because of the partnership spirit of Team Nokia, who not only encouraged us to think out of the box, but also gave us the opportunity to dare.”
The chosen locations for the campaign – the airports at Delhi, Mumbai, and Bangalore – were virgin terrain, especially at Delhi and Bangalore, and catered to near 100 per cent of the arriving passengers.
In Delhi, the size of the display involved a larger than life replica of the E7 phone on an area of nearly 5,000 sq ft. The LED of sizes as large as around 600 sq ft were used to run full length video of E7 throughout the day and night.
Shah shared, “The number of agencies we had to contend with to secure permissions was umpteen. Thanks to JC Decaux, TIMDA and TIML, the display at all three airports were pulled off in record time.”
The large outdoor LED screens were masked with the casing of the E7 phone and the phone’s keyboard was done up as a 3D backlit cutout with halo effect. Reflective stickers were used to highlight the phone model.