UNIBIC tempts passersby through its attractive outdoor campaign

UNIBIC, the premium cookie brand with an Indian market presence for the last 10 years, recently utilized the OOH medium extensively in Bangalore to promote its extensive range of cookie flavours. The brand’s innovative bus shelter hoardings have different projections for the day and the night which is attracting passersby in the city.

Ankura Ranade, Brand Head, UNIBIC Food India Pvt Ltd, pointed out, “The reason for choosing outdoor media in the city is that it is impactful and it enables us to reach the wide and heterogeneous population. Outdoor is used along with radio and this creates great synergies and boosts brand salience. However, since the outdoor space in Bangalore is also a cluttered space, we need to stand out and ensure that our campaigns are noticed and are memorable. To this end, we always strive to use the existing media in a new and effective way as well as introduce new media.

The innovative campaign is aimed at the launch of the brand’s newest cookies – Choco Ripple Cookies. The media mix included bus shelters as well as hoardings covering about 80 touch points across the city. Ranade continued, “To create an impact with existing media, we used bus shelters innovatively. The idea was to showcase the beautiful creative during the day time but highlight only the images and the text during the night. UNIBIC partnered with our printer – Idea & Reality to execute this. And the result is that the bus shelter grabs attention at night in a manner that a regular creative could not have.

The UNIBIC Portfolio includes several unique flavours, a range of seven sugar-free cookies, and an excellent gifting range. To create an impact using new media, UNIBIC has also launched ‘Green hoardings’ or cycle hoardings where a group of five cyclists ride in a line across busy roads in the city pulling a sun board display along. “We partnered with Calypso Events for this activity, concluded Ranade.