The bigger the better seems to be the idea behind the outdoor initiative undertaken by Media Mindscapes for Suzuki Zeus, the maiden two-wheeler launched in India
by Suzuki. The outdoor campaign was done for Grey Worldwide and involves a massive 2500 sq ft billboard and a bike cut out weighing nearly 190 kg, which gives a 3D effect.
Speaking on the campaign, Jatin Kachru, Assistant Manager-Marketing, Suzuki, said, “The outdoor campaign is an extension of our TVC concept, which aims to increase top of mind recall for Suzuki Zeus. The billboards were put up on August 24. We have put up more than 400 billboards covering all cities where are dealers are present. These include Jodhpur, Jaipur, Delhi, Noida, Gurugaon, Lucknow, Ghaziabad, Saharanpur, Azamgarh, Pinjor, Agra, Bulandshahar, and Rohtak, among others. Major innovations have been done in Ahmedabad and Delhi Metro trains as well.”
He further said that at the Kashmere Gate railway station intersection in New Delhi, the entire station had been covered with Suzuki billboards. “In Metro trains, we have put up 54 panels in each of the routes and in each train. We have billboards at the Okhla flyover, Punjabi Bagh and Noida Sector 18 market. In Gurgaon, we have put up a billboard at the Sikandarpur Chowk as well as a back-lit bus shelter at IFFCO Chowk. In Ahmedabad, we have put up a billboard on CG road where the light changes to indicate the five gears that the bike has. We have used a 3D cut out of our motorcycle at various locations such as Chennai, Bangalore and Delhi, which gives the impression that a real bike is coming out of the hoarding.”
“The main challenge was to get the best sites, especially before the festive season, so that we could maintain a strong presence during and the prior to the peak season. After the festive season, we will evaluate and think about whether we will go ahead with the next phase of the campaign,” Kachru said. The first phase of the campaign would run for three months.
He added that response to the campaign had been excellent with sales growing by nearly 125 per cent. Footfalls at showrooms had also substantially increased, he claimed.