Top Story

e4m_logo.png

Home >> Out-of-home >> Article

Accord Outdoor goes to town with Colgate MaxFresh

20-February-2006
Font Size   16
Share
Accord Outdoor goes to town with Colgate MaxFresh

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.”

Tags

Siddharth Kumar Tewary, Founder, Chief Creative, One Life Studios and Swastik Productions, on owning the IP on his most ambitious project 'Porus,' the risk of recovering its cost and his distribution strategy

Webscale plans to build the brand around smooth operations for the e-commerce sector and then move on to demand generation

Shriya Ghate, Business Head, Tinkle, spills the beans on the company's vision for its special line of merchandise launched to celebrate its 37th anniversary, its pricing, marketing strategies, and more

Vivek Patni, Director of Wonder Cement, on the current marketing strategies and challenges that brand owners face

Viacom 18 promises to announce new release date soon

Luis Fonsi, Rita Ora, Jain of Makeba fame , Dimitri Vegas, Jason Derulo, Charly Black and Dasu, J Balvin, Parineeti Chopra, Tiger & Jackie Shroff speak exclusively to the radio channel

The Film-Maker, as the host of ‘Calling Karan’, Will Be Just A Phone Call Away From Listeners Seeking Advice On Love & Relationship