Anchor Roma switches has been one of the leading players in the electrical industry. To reinforce the brand salience and renew customer confidence, Anchor Electricals rolled an aggressive outdoor campaign for Roma in 120 cities that includes prime markets such as Mumbai, Delhi, Bangalore, Chennai, Hyderabad, Kolkata and Ahmadabad. This initiative has been undertaken with help of Primetime OOH.
The campaign was kicked-off in Mumbai first during the Elecrama 2012 exhibition. It was eventually spread over seven metro cities and 113 towns across the country. More than 1900 display units covering over 2.50 lakh square feet of display area and comprising 30 different types of OOH vehicles were used. It included four different creatives in ten different regional languages.
Commenting on the campaign objective, Manoj Dalal, General Manager – Marketing, Anchor Electricals said “With this campaign we wanted to have high visibility at strategic catchments in key markets. We wanted an optimum and relevant mix of different outdoor media options and effectively reach out to the critical mass. The goal was to generate enough buzz in the market and fuel word-of-mouth publicity.”
Large format media options such as billboards were used at strategic locations to create impact. They also helped stand out of the clutter. Small format cost-effective OOH vehicles such as bus queue shelters, pole kiosks, etc. were used effectively to attain adequate frequency and achieve a decent spread and reach. Transit media such as bus back panels, railway, station branding, metro branding, mobile vans, tri-cycles, etc. were also used.
Unlike the previous Anchor campaigns, where the change of the brand ownership post the Anchor Panasonic merger had been showcased through the ‘Change is Inevitable’ campaign followed by the ‘Get More From Us’ campaign, ‘The Switch That Lights India’ tagline of the campaign was coined and visually depicted through a series of clutter-breaking creatives by Anchor Electricals.
Four different creatives were used to showcase the brand proposition. The message was set against the backdrop of prominent well-illuminated landmarks such as Gateway of India, India Gate and Vidhan Sabha as a mnemonic to the tagline.
Dalal also mentioned that outdoor has always been preferred over other media options by Anchor as a primary communication platform. Simply because of the inherent nature of the product category and target audience, the brand felt the need to reach out in regional languages.
Commenting on the campaign brief, Avik Ghosh, COO, Primetime OOH said, “A very crisp brief of delivering ‘high visibility’ at the most relevant catchments, even in - Tier II and Tier III towns, was shared with us. As Anchor had already belted out several successful campaigns over last few years and combined with its unabated faith on outdoor as the key communication driver, made the job extremely challenging, yet aspiring.
Because of the scale, the campaign posed quite a logistic challenge, mentioned Ghosh.
Apart from the OOH campaign execution, Primetime undertook a research to assess the impact of the campaign on the TG which in this campaign were the end-users. This research was a joint effort with MARS Monitoring and Research Systems, wherein the company conducted face-to-face interviews with more than 1000 people in Roma’s TG in Mumbai and Delhi. The findings showed that unprompted awareness of Anchor as well as brand Roma is good.
The Roma OOH campaign was well received, and 46 per cent of the sample could relate the tagline of the campaign to the brand. Top of mind awareness, intention to buy has gone up significantly among the TG post the OOH campaign, claimed the research.