English Oven leverages frequency building format to capture Delhi market
By Bhawana Anand - October 03, 2019
The OOH campaign is further amplified with radio advertising which brand finds an effective synergy
The well-known bread manufacturing company, English Oven makes an indomitable appearance on the outdoor media with JCDecaux Street Furniture in Delhi. The idea of the campaign is to increase the awareness of the brand directly impacting the sales. Directly handled by JCDecaux, the campaign has been exclusively launched on the bus shelter media in the capital.
Staging JCDecaux street furniture with fanciful elements, English Oven creatively used the bus shelter media format to garner attention from pedestrian & vehicular traffic cheerily. The brand designed the campaign with catchy embellishment of their breads & a breezy “Good Morning India” message with an attempt to gain spontaneous recognition.
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“JCDecaux has helped us execute the campaign in an impactful manner. The innovations are eye-catching and hard to miss. A fleeting glance would also register the campaign. We are hopeful of getting a good recall. The JCD team has been very helpful and I appreciate their meticulous approach”, says Gurpreet Kaur, CMO, English Oven.
The brand planned a media mix campaign, incorporating out-of-home & radio to generate awareness and brand recall amongst the audiences.
English Oven lays the platform for Delhi folks to come through & share interesting stories which contribute to their good mornings every day with RJ Naved on 98.3 FM. “In today’s time, radio has technically become an outdoor medium, most people listen to it while on-the-go, simultaneously consuming OOH”, shares Gurpreet exclusively with Media4Growth.
“With this kind of synergy, English Oven campaign achieves greater exposure & optimum impact on the audience. JCDecaux Street Furniture vouches for amplified reach, creating recency & tapping the minds of the bread consumers”, she adds.
“English Oven’s campaign is conceptualized smartly with the synergy of radio & out-of-home advertising. Innovating the same communication on JCDecaux street furniture as being broadcasted on radio, heightens brand recall efficiently. Innovation on street furniture is JCDecaux’s distinguishing feature, which personifies brand’s presence in a splendid way. We are elated to be associated with a renowned bread brand & have their trust in our media. JCDecaux street furniture enhances the reach & frequency of the campaign & promises noticeability at all the high footfall zones in Delhi.” Says Raheel Amjad, Deputy MD, JCDecaux India.
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