Colgate’s MaxFresh has been consuming considerable media space to promote ‘cooling crystals’ in the new brand. The media plan for MaxFresh was divided between electronic media and outdoor and Colgate assigned the project to Accord Outdoor for all its OOH needs. Not only have the spends in OOH been significant, but innovations like neon lights for bus shelters were also seen in the campaign.
Accord Outdoor’s Anil Kannambille explained that the OOH usage for the brand was extensive as the campaign was taken to all metros and to smaller towns in Andhra Pradesh, Karnataka and Kerala as well.
Speaking on the brief given to the agency, he said, “The task before us was to highlight the crystals, and everything we did revolved around that.” He explained that the role of the OOH was to build high awareness, and at the same time ably support the main media.
Elaborating on the magnitude of the campaign Kannambille said, “In all, we have taken over 600 sites and 112 bus shelters. Since the spread of the campaign is also high – it has been taken across 111 cities – we have gone with some of the most strategic locations and have innovated enough to make the hoarding or the street furniture catch consumer attention.”
Elaborating further on the kind of work that the agency has done, he said, “We have hoardings, which are flashing the crystals inside the toothpaste. We have extended this on the bus shelters as well, and for the first time used neons on the bus shelter medium. This ‘flashing’ displays are now extended to Chennai, Bangalore, Hyderabad, and Delhi.”