EncycloMedia Networks has come up with an eye-catching OOH campaign to promote HP’s ‘all-in-one’ printers. The campaign coincides with the launch of the printers across six cities – Pune, Nagpur, Jaipur, Lucknow, Bhubaneshwar and Cochin. ZenithOptimedia is the media agency for the month-long campaign, which kicked off on September 20.
OOH advertising approaches involve a more fundamental level decision of what the advertising would communicate to the audience to differentiate the brand – that is differentiation by ‘Content’ and ‘Appeal’.
Mukesh Manik, MIC, EnclycloMedia Newtorks Pvt Ltd, explained, “Creative styles are more often tactical and are about how the advertising should be presented to the audience to differentiate the brand. That is, differentiation by its form and execution. Keeping that in mind, we used the brand personality approach for the HP all-in-one printer. Our focus was on highlighting the distinctive personality of HP printers to the consumer to differentiate it from the competing brands.”
Ashwini Aggarwal, Country Business Manager, Business Imaging and Printing Products, HP, in an official communiqué with exchange4media, said, “Our brief to EncycloMedia Networks was to come up with an outdoor creative that spoke not only about the core brand, HP all-in-one printers, but also has the potential to bring alive the brand experience for the consumer in a compelling and inspiring way, and after a lot of positive brainstorming, we are happy with the final outcome.”
Terming outdoor as ‘brand building’ and not a ‘reminder medium’, Aggarwal added, “Outdoor as a medium has always been an integral part of our plans, and with the upcoming new mediums and creative experts, I feel that Indian outdoor advertising can very soon be at par with the best that is out there in the world. But for that, the agencies need to understand that it is the word or image that the brand wants to own, But for outdoor as a medium, the challenge is to do it in a way that is seen as different, relevant and motivating by the consumers, only then can OOH media re-invent itself from being just a ‘reminder medium’ to a ‘brand building medium’.”