Last updated : December 05, 2017 6:53 pm
The 3-month campaign, planned and executed by Times OOH, connects with the brand's high-flying target audience
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.