Panasonic India Pvt Ltd has in Percept Out Of Home to execute outdoor campaign for their new range of air conditioners – Econavi and Cube. Tier II and Tier III cities have been targeted for Econavi air conditioners while major and minor cities have been targeted for Cube air conditioners. Covering 70 cities across India, the campaign kickstarted during the third week of February 2011 and will roll out till April 2011 and may go beyond that.
With the objective to create the brand awareness and visibility, Percept Out of Home identified media strategies for the two different AC brands. A media mix of BQS, unipoles, billboards, mall facades, gantry, foot over bridge, mobile van and backlit wall were used to communicate the message effectively and establish the desired registration and recall ratio. LED innovations used in Delhi made the campaign unique.
Commenting on this activity, Rajneesh Bahl, Business Head – Outdoor, Percept Out of Home, said, “Panasonic have launched two new ranges of consumer air conditioners – Econavi and Cube. Econavi is a premium product that features intelligent technology (detects human presence in the room and adjusts cooling automatically) for the first time in India. Cube, on the other hand, is a more affordable product for smaller rooms, which can spare less installation area for the indoor unit. These two ranges straddle two ends of the Indian AC buying consumer and have different media strategies involved. Panasonic have trusted Percept Out Of Home to identify the perfect strategies for each of these ranges and deliver maximum visibility for each brand in their specific target audience across 70 cities involving 2.5 lakh square feet of display space. ”
Manish Sharma, Director - Marketing, Panasonic India Pvt Ltd, added here, “We have launched two new products in the air conditioning segment this year, specially targeted at the Indian consumer. The first in the high end premium category is the Econavi and Cube is our latest offering in the mid-segment category. The Econavi comes with a revolutionary first time invertor technology, which detects presence in the room and adjusts cooling automatically - AC with ‘Intellisense’.”
He added, “The Cube, on the other hand, has been specially designed and developed keeping the mid-segment consumer category in mind. This is a split AC, which is the first of its kind in terms of unique design, space taken up and a very attractive price range. We have partnered Percept OOH for taking this product across India via outdoor advertising to familiarise it with Indian consumers. The outdoor campaign was specially chosen to cover the length and breadth across 70 cities in India. Our aim through this campaign is to make consumers understand the product attributes and actually go into our brand shops to experience it, and to convert them into buyers.”