Samsung Galaxy Note, a hybrid between a smartphone and a tablet, was recently launched in India. This device is targeted at users who want both a smartphone and a tablet, but do not want to invest in both.
To create the required buzz around the launch of this new smart device, Cheil Worldwide SW Asia laid out a strategic framework for the OOH campaign, which was executed by Platinum Outdoor. The campaign has been executed across eight cities – Delhi, Mumbai, Kolkata, Bangalore, Chennai, Hyderabad, Ahmedabad and Pune.
A high decibel high impact campaign with an extensive mix of out of home media vehicles was executed to build awareness for the Galaxy Note. The OOH media mix included Hoardings, Unipoles, Mall Signages, Glass facades, branding at corporate buildings, bus shelters, etc., all of which effectively communicated the message. All prominent and arterial routes in the cities were targeted. In addition Acrylic LED letters were used on billboards to highlight the key communication- “Phone? Tablet? Its Galaxy Note!”.
In Gurgaon, the DLF buildings were targeted and sculpted by creating a corridor with multiple media like Lift branding, Scrollers & OOH screens.
Commenting on the OOH strategy, Alok Agrawal, COO Cheil Worldwide SW Asia, said, “The objective was to tap into the attitude of the consumer. We targeted interesting out of home touch points which generated the desired visibility for our audience. In addition to traditional on street media the OOH campaign also focused on Malls, Airports and corporate hubs. Cheil’s expertise in devising integrated solutions helped in creating the desired impact. Digital Media was also used as a frequency builder, and acted as reach builder in premium residential pockets, Tech parks and Commercial hubs. While OOH touch points gathered eyeballs, direct consumer experiences were established through mall activations and product demos at more than 1000 locations pan India. Be it retail shops or consumer experience zones, we ensured that the consumer went through the complete brand experience.”