Kinetic India wins Lenovo’Campaign of the Year’ award

Kinetic India‘s campaign execution efforts for Lenovo K900 smartphone launch got recognised and rewarded during “Lenovo Recognition and Rewards event held in Bangalore on June 4, 2014. Kinetic India was honoured with the’Campaign of the Year’ award.
 
Kinetic India took up the challenge to create top-of-the-mind brand recall and create buzz during the launch campaign titled’Power Play’ for Lenovo K900 smartphone in key metro cities Delhi, Mumbai and Bangalore among TG SEC A, A+ through the Out of Home during August-September 2013.

The journey started with understanding the TG for the brand, their lifestyle and travel patterns on weekdays and during the weekend. Kinetic extensively used tools like the Locator & Affluence metre in each market to ensure right locations and formats for display placements, aiming to best optimise impact, value and budget deployment.

Maximum share of voice for the brand presence was created at important and strategic footfalls/traffic locations, key arterial roads, popular shopping destinations, inside airports, corporate hubs, major residential apartments and enclaves, IT parks and important connector routes between  the cities’ IT hubs, CBDs & airports.

Large impact formats like billboard, unipole, gantry, skywalk; frequency builders like BQS, signage; corporate hub branding, mall branding (drop downs and glass facade) and airport branding was done. This ensured efficient presence and coverage of all the touch points. The larger-than-life installations turned out to be attention grabbers. The promotion took a mammoth 1 lakh sq ft. plus media space across 102 media units in three cities covering every possible corridor in the key markets.

All the way along, Kinetic India worked closely with the client to ensure smooth and flawless on time campaign execution.

The campaign was a success causing much WOM and the client received consistent overwhelming feedback from their distribution and sales network. The end result was that those who saw the promotion understood that Lenovo with this impressive smartphone offerings line-up has ultimately arrived in India with a bang.
 
Commenting on the campaign and the engagement with Kinetic India, Anuj Sharma, Marketing Head – Smartphones, Lenovo India, said this was the first ever campaign for Lenovo led by outdoor media. He added that the Kinetic team balanced reach and effectiveness with panache and as a result the sales jumped 3x for the K900 during the campaign. “The campaign also got Lenovo (a new brand at the time) valuable shelf space with the top Large format retailers, he said.

Amit Sarkar, COO, Kinetic worldwide India, said this was “indeed a proud moment for the Kinetic Team. Lenovo K900 launch in OOH has again proved that ‘action speaks louder than words’ @ Kinetic. Nothing boosts our morale more than our client partner appreciating our work at this level.

For the record, Lenovo K900 was launched in India during in the second half of 2013. The flagship smartphone brand from Lenovo stood out in many aspects from its contemporaries owing to its distinctive and one of its kind features. Notable among them were its ultra slim feature (6.9mm of thickness), 13MP camera technology, and a full HD 1080p 5.5″ display, Corning® Gorilla® Glass 2 Display and many more.