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Sensodyne message reaches IndiGo passengers

By Nabamita Chatterjee - June 14, 2013

The popular toothpaste brand in association with Atin Promotions & Advertising creates high brand recall, where 70% passengers remember the brand even after exiting the aircraft.

Sensodyne, a popular toothpaste brand for the first time in India has used a combination of branding on the tray table and product sampling at IndiGo airlines. Atin OOH executed the branding on tray table on IndiGo aircrafts. This was combined with Sensodyne sampling their toothpaste across the entire Indigo fleet.The USP of the campaign lies in a combination of experiential branding by creating a zone for the product to a high net worth captive audience who are actively engaged by the advertisements for an average of 1.5 - 3.5 hours.

 From the moment the passengers open the tray tables for their work/meal, the product display of Sensodyne toothpaste in front of them creates a zone for the brand and after their meal the samples of the toothpaste are handed over to them opening yet another avenue for tasting the product.

Atin Gupta-Managing Director, Atin Promotions and Advertising Private Ltd. shares, " This was a unique innovation as the brand was able to display its message and get the same passengers to experience the product which helped re-enforce and multiply brand messaging and recall"
Tray table branding is highly visible to every passenger in an uncluttered, captive environment, who opens the tray table either to eat or to work. It has been observed that on an average, 70% of IndiGo passengers open their tray tables during the flight. These constitute corporate clients or passengers who have pre-booked meals. Several others buy food on-board.
Meal trays are large formats and instantly capture viewers attention with a guaranteed viewing time of 40 minutes to 5 hours depending upon the flight time. The customers onboard are generally in a positive frame of mind and hence they are more receptive to advertising messages. The passengers recall some kind of promotional format displayed in-flight and this is higher among business class and frequent fliers.
It is being considered that for starters, in-flight advertising offers the highest efficiency rate of any media, at the lowest cost of sale, and provides up to 2,000 times the impact of traditional media. In-flight media provides opportunity for a brand to stand out from the pack.


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