Samsung Gear S2 goes innovative with its OOH campaign

Samsung's media agency, Cheil along with Posterscope, the out-of-home agency from Dentsu Aegis Network, have successfully executed a high impact innovation to celebrate the launch of Samsung Gear S2, a revolutionary smart watch. As part of the partnership, the key task for Posterscope was to highlight the core features of Samsung Gear S2 by disrupting the OOH landscape. The target audience was SEC A1, A2, A3 male within the 25-44 age bracket, who are early adopters of technology, lead an active lifestyle and always ready to stay connected. Cheil India developed the concept and creative of the campaign.

While the objective entailed highlighting of the dynamic features of the watch, it could not meet a vanilla 2D approach towards OOH. Thus, Posterscope recommended the use of LEDs to create an innovative display that would do justice to the objective and serve the required impact. The execution of the campaign suffered from various challenges like obtanling permission from local authorities to incorporate LEDs for billboards and sticking to on-time release of the campaign.

Based on their understanding of the target consumer, which was derived from their primary research (OCS), patented analytical tools (PRISM) and accumulated understanding, Posterscope zeroed down on specific locations in Mumbai, Bangalore and Delhi NCR to conduct the project. Trade points were the focus in Mumbai while IT parks in Bangalore fitted the bill. Innovation was done at DND toll road, which is a major entry point in the city of Delhi from Noida.

Speaking on the campaign, Haresh Nayak, ‎Regional Director, Posterscope Asia Pacific & Managing Director, Posterscope Group India said, "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 world-class quality. And I am glad that we have stood tall and delivered so well.”