The latest iPhone to hit the markets this year is the iPhone 6. The new iPhone comes with a proposition – Bigger Than Bigger communicating the arrival of the bigger screens with the iPhone 6 & iPhone 6 plus. Much awaited, much hyped & finally launched in India - Reddington India is the official national distributor for the iPhone 6. Milestone Brandcom helped launch an attention grabbing campaign for the new iPhone.
The launch of an iPhone is always followed by a lot of hype, news & rumours. It always becomes the talk of the town! Markets are constantly buzzing with demand, stocks run low & people line up outside stores days prior to the launch! Apple wanted to create the same hype in the Indian markets & decided to execute a month long OOH campaign to create brand value.
Milestone planned and executed this elaborate campaign in 24 cities. The campaign was launched in two phases. In the first phase, images of the new iPhone plastered the streets of India. Starting on 10th October, for over a week, apple left everyone guessing when the new phones would be available. The campaign creative had the new iPhone with copy that read – Coming Soon. Clean, minimalistic branding ensured that passers-by awaited the next creative revealing the launch date. The second phase of the campaign kick started on the 16th of October. The outdoor creative now boasted the two new versions of the iPhone- the iPhone 6 and 6 plus along with the brand proposition of ‘Bigger than Bigger’.
Commenting on this campaign, Nabendu Bhattacharyya, CEO & Managing Director Milestone Brandcom said, “The iPhone 6 was one of the most awaited gadget launches of 2014 & we are elated that we could convey the same to audiences in India. The media strategy was aligned to ensure that the communication matches the MEANS of communication. The 5 biggest, brightest & best billboards in each city were handpicked by our media planners at Milestone & the 100 finest billboards displayed the campaign. Executing such a campaign can be very intimidating, but team Milestone ensured that brand standards and guidelines were followed – down to the smallest detail. The elitist sites in every city were picked up after an exhaustive evaluation of TG absorption. A very methodical approach was put into the media planning, considering the brand value & perception! We look forward to executing many more campaigns for Apple & hope that we can together extend some of our best creativity onto Indian OOH markets.”