Blackberrys' sharp OOH campaign
By Bhawana Anand - December 13, 2012
Convergence points like airports and driven impact were captured through innovations. At T3, the rotational installation broke all the clutter and even attracted the attention of already diverted audience.
Today ever brand worth its product, has had at least one brush with the OOH medium. For Raj Deepak Das, Executive Creative Director, BBDO India, who is fascinated towards OOH medium, it is one of the most primary mediums that attracts everybody.
A simple brief was given to Times OOH which focused on maximizing impact by the use of clutter-breaking OOH solutions. "We have always believed in being different in our media strategy to stand out from clutter & hence keep experimenting with media mix & creative renditions. We are glad that TIMES OOH have understood our DNA and helped in executing these clutter breaking ideas,â€ said Yogesh Tiwari, Vice President, Marketing & Sales, Blackberrys.
As per the requirement, Times OOH designed various set of branding at different places.
1) In Delhi- A unique revolving cutout was placed in the Domestic Arrival Hall. The revolving platform had a double sided mannequin which highlighted the new range of formals. The lights being focused onto the structure together with the rotating platform gives an excellent Brand Visibility.
2) In Mumbai- Both the Drop-down structures as well as the LED screens were placed in the Jet Departure lounge of Mumbai airport. The media was placed right in the centre of the vast hall and provided high-impact clutter-breaking visibility.
3) At DND- This site was visible to traffic moving from Noida to Delhi as well as from Delhi to Noida given its strategic placement. Located right at the Toll Plaza, a huge 40*20 format made a larger than life impact on the viewing audience.
The OOH activity was executed in 70 cities. Convergence points like airports and driven impact were captured through innovations. At T3, the rotational installation broke all the clutter and even attracted the attention of already diverted audience. The stickiness prompted by the installation has helped in pushing the top of mind recall of the brand. The campaign was designed to target the style conscious and brand aware audience of SEC A/A+ under the age group 18-40.
"We are glad to have been linked with Blackberrys since the brand's philosophy is also guided by innovation and this campaign gave us ample scope to do some path-breaking work.
Each and every media option that has been used for Blackberrys, has been customized to suit the brand's need to maximize impact for its revamped communication - Go Sharp,â€ said Sunder Hemrajani, Managing Director, Times OOH.