With Generation Y being the core TG for Café Coffee Day (CCD), it has been effectively using digital media to reach out to these youngsters. In-café marketing has also played a big role in the plan. Now taking a different approach, CCD has exploited the OOH medium. It has gone outdoor in Mumbai and Bengaluru as it refreshes its menu.
The 25-day OOH campaign is executed by Outdoor Advertising Professionals (OAP) in both the cities.
The outdoor campaign is captured on 123 sites and includes usage of hoardings and bus shelters as a part of the OOH media mix. The outdoor creative include food shots with messages of the new menu.
Commenting on the initiative, K Ramakrishnan, President Marketing, Café Coffee Day said, “When we changed our menu, rather refreshed it, we wanted to communicate the change to our regular customers at first. Therefore, in the first month and a half we spread the news through our own cafes and social media sites. When we felt we wanted to speed up the response, we realised that outdoor would be our best bet.”
“We have just begun with OOH communications and so far the response has been great. If we feel that integrating digital and OOH will garner an even stronger response from the masses, then we will surely look into a joint communication plan,” added Ramakrishnan.
Simultaneously, a radio campaign is running across three channels each in Mumbai (Radio One, Radio Mirchi, Big FM) and Bengaluru (Radio Indigo, Radio Mirchi, Big FM).