Posterscope India, the out-of-home (OOH) agency from Dentsu Aegis Network, has rolled out a technologically-advanced innovation to promote Hitachi’s latest variant, ‘New Fresh Bottom Freezer’, in the out-of-home space.
Hitachi's three-door refrigerators come with ‘New French Bottom Freezer’ Refrigerator with side by side door. With innovative features of premium three door refrigerators like Smart-Open Vege Compartment, selectable mode compartment, LED Light, Tempered Glass shelves, Double-deck Drawer, Movable Twist Ice Tray, Inverter Control, Dual Fan Cooling. The refrigerators have large door pockets which are suitably wide and enable the storage of big size bottles.
The core objective of the campaign is to build awareness and thereby, increase sales. The one-month-long campaign is aimed at reaching out to the affluent population - confident urban dwellers with a modern, progressive and open-minded outlook.
Building on the brief, Posterscope crafted a campaign that resulted in a media mix delivering both impact and reach. The campaign has a delivered mix of unipole, billboard, back-lit premium bus shelters, LED screen and duct panel. The campaign has been implemented across top eight cities.
The campaign, which is based on the brand communication, ‘Inspire the Next’, motivated the agency to come up with a one-of-its kind innovation for a billboard. The billboard integrated digital with OOH. It is pertinent to note here that such an innovation has never been executed in India before.
The campaign has been designed to communicate the key brand feature of the 3-door refrigerator and to build recall at points-of-purchase to accelerate consumer-purchase decisions.
For the record, the technology used behind this latest innovation is based on 'addressable pixel programming'. As part of the innovation, every pixel is coded and mapped on the hoarding. The innovation has created a huge impact, high stickiness and top-of-mind recall for the core TG.
Adding a layer of efficacy to this innovative campaign, is a well thought-out media plan that was designed by Posterscope. Based on their deep understanding of the target consumer, which was derived from their primary research (OCS), patented analytical tools (PRISM) and accumulated understanding, Posterscope zeroed down on a specific location in Delhi. Innovation was done at Ring road, which is the only point that connects South Delhi to West Delhi.
Haresh Nayak, Regional Director, Posterscope APAC added, “We are glad to be associated with the exercise for Hitachi, ensuring the creation of high impact visibility with the wide spread out-of-home campaign. The world is currently standing in the midst of massive technological advancements and our consumers in India are not just aware but also exposed to these evolutions while sitting at home. Therefore, the campaign that we executed had to be such that it could stand up to a world-class quality. And I am glad that we have stood tall and delivered so well.”