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Smartphone brand Mi checks in to metro airports

By Satarupa Chakraborty - December 05, 2016

The 3-month campaign, planned and executed by Times OOH, connects with the brand's high-flying target audience

Smartphone brand Mi has sought to establish a deep connect with the high-flyers by launching a campaign at the airports in the metro cities. The brand, having successfully launched variants like Redmi Note 3, Redmi 3S and Mi Max, sought to drive the purchase consideration of the TG at the airports in New Delhi, Mumbai and Bengaluru. Hence, key sites at the airport terminals were selected to drive impact and reach of the brand’s communication message. Times OOH executed the campaign.

Times OOH opted for large format static media sites at the New Delhi, Mumbai and Bengaluru airports at both departure and arrival terminals for the Mi campaign. The sites were also evaluated basis aspects such as size, direction of exposure and aspect ratios to ensure the key visuals including that of the smartphones came through strongly.

On the objective of the campaign, Sushant Sreeram, Head – Marketing, Xiaomi India, explained, “As one of the highest footfall securing destinations – Delhi, Mumbai and Bengaluru airport terminals offered the brand high reach among travelers allowing communication of the brand message as well as showcasing the range of popular smartphones from Mi India. The uncluttered visual landscape within these terminals meant high attention time and comprehension of the message that played a direct role in increasing demand for these smartphones during the festival shopping period of October. Needless to say, the campaign played a key role in Mi India selling more than 1 million smartphones in just 18 days of October 2016 delivering well on its objective.”

Smartphones were the hero of the communication and the concept was therefore built around showcasing the smartphones aesthetically and as the dominant focus within the message while reinforcing key assets such as brand identity, name and key features. “We are delighted to have played our part in Xiaomi achieving an impactful launch. Apart from the significant size of these audiences, these airport audiences were also the early adopters of cutting-edge technology brands such as Xiaomi. Their careful choice of iconic locations, the impactful sizes of these sites and the attention-arresting creatives played a vital role in enabling the brand achieve its marketing objectives in a short time period,” stated Sharath Chandra, Chief Revenue Officer & Head Alternate Media, Times OOH.

The campaign is up and running for a total duration of 3 months.



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