Gionee breaks clutter in the outdoor with large displays

Gionee Smartphones collaborated with JCDecaux in New Delhi to showcase their slimmest phone on larger-than-life displays. The idea behind the branding on glass facades was to capture the mind space of the target group who are the young urban populace, for the recently launched Gionee Elife S5.5, India's slimmest smartphone. The campaign which kicked started in Delhi, is being run on the two premium glass facades at Shivaji Stadium Metro Station and Dhaula Kuan Metro Station; both on the Airport Express Line managed by JCDecaux India.

As per the brief, smartphones required a strong visual branding which allows them to display their unique product specifications to a wider audience with a robust impact. It was essential to break the clutter in order to capture the target group's attention which calls for running innovative outdoor campaigns. These glass facades helped the brand in creating larger-than-life displays in the city environment. The strategic locations also help in giving the brand humongous visibility.

Commenting on the association, Arvind Vohra, India Head, Gionee, said: "Our most recent campaign with JCDecaux has been extremely effective and successful. The creative was optimised for outdoor with core focus on the phone's design and we wanted it to stand out in a clutter free environment. The mega branding executed at both the facades was an absolute answer to our objective”.

Dhaula Kuan Façade caters to traffic moving from Central Delhi to West Delhi, Delhi Airport, Gurgaon and vice-versa. Shivaji Façade on the other hand addresses the traffic moving to and fro Connaught Place along with few tourists' hotspots in central Delhi. It also happens to be the largest format in the Connaught Place area.

"We cater to an audience which is always on the go and same is the TG for smartphones. This campaign has been an exciting opportunity in bringing their target audience closest to their brand with maximum brand visibility at the most prominent media,” said Oliver Heroguelle, Managing Director, JCDecaux India.

In addition to the large displays, Gionee is also currently running a campaign on JCDecaux City lights at premium locations such as the Nelson Mandela Marg and Sujan Singh Park in South Delhi to further amplify its brand visibility.

Heroguelle added,'Smart phones are an esteemed category for us and we are really glad to have worked with Gionee on this campaign. What's interesting about the campaign is the fact that the brand has applied the rationale of combining the efficiency of street furniture networks along with impactful large formats which has helped create a rapid cover build.”

In Mumbai, Bright Outdoor Media has executed the brand's campaign, using mainly large format hoardings and bus shelters. According to Yogesh Lakhani, Founder, Bright Outdoor Media, "We used some media strategy in the form of billboards and bus shelters to announce the ELife S5.5. Though it was already launched in India early April, it was promoted in Mumbai in August”.

The marketing objective of this campaign was to spread awareness about the new launch and it will run till first week of October.

 "A huge campaign was done in order to spread the awareness about their new slimmest phone Gionee S5.5 in market. All the premium sites and bus shelters have been used for the promotion.  All in all, the campaign was a great success and created maximum visibility for the brand” said Lakhani.