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Nescafe rolls out summer OOH campaign

15-May-2012
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Nescafe rolls out summer OOH campaign

With the summer setting in, Nescafe has rolled out a 360-degree campaign with outdoor playing a pivotal role in it. Posterscope India has helped the execution of the campaign in key markets.

The outdoor campaign is an extension of Nescafe’s latest TVC that stars Deepika Padukone. The objective of the campaign was to generate high level of engagement amongst the target group.

Commenting on the execution of the campaign, Haresh Nayak, Managing Director, Posterscope Group India said, “This is our third year of working on the brand and our eighth summer-related campaign across categories and brands. For this campaign we have focused on impact through high frequency and have used our Prism Suite of tools to greater effect.”

A key highlight was the branding of DLF buildings in Gurgaon wherein wall wraps, lift and bench branding, etc. were put in place.

One of the key challenges for Posterscope was to obtain the desired quality and number of media vehicles at the right locations. Multiple hits across all important high traffic routes have helped quick registration and recall of the campaign.

Talking on the strategy for the campaign, Vinay Goel, Senior Business Director, Posterscope India said, “Keeping the brand and brief in mind, we planned a high decibel high impact campaign with extensive mix of out of home media vehicles. The choices of media for this campaign are strategic wherein we used traditional media such as billboards for largeness; bus shelters, metro stations, mall branding and commercial office places for reach; and digital OOH such as LED screen and digital screens inside Easy Cabs to bring in technology.”

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