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Home » OOH News » Datsun steps on the innovation pedal to draw eyeballs

Datsun steps on the innovation pedal to draw eyeballs

By Bhawana Anand - March 23, 2015

Brandscope (OOH agency) executed Datsun India's MPV'Go Plus' OOH campaign and handled the innovation in Mumbai with the support of TBWA and OMD

Datsun India launched its first ever compact MPV'Go Plus' in a highly competitive automobile market. It was quintessential for the brand to stand out in this market. The pre-launch review of the product created a hype around the car, and to keep the buzz going, the brand came up with a high decibel multi media campaign wherein the OOH media played a vital role.

The brand assigned the OOH duties to Brandscope India to plan and execute the OOH campaign along with a clutter breaking innovation in Mumbai. The objective was to create buzz around Datsun Go Plus being the first movable family lounge. The need was to portray it as the complete family car, a car that has enough space for all using a path breaking innovation.

Brandscope (OOH agency) with the support of TBWA (Creative agency) and OMD (Media partner) worked on the innovative idea. The innovative idea was to put on display a car that splits wide open into two halves, revealing an imagery of a family comfortably sitting inside the car, relaxing on the couch along with their luggage. The imagery clearly communicated the core offering of Datsun Go Plus i.e.'Larger space'. Further on, the brand logo was highlighted using LED lights. The idea was a perfect mix of strategic communication and attention grabbing innovation. Adding the extra mileage to this innovation was its execution excellence; the innovation went live at the prime location'Mahim causeway' in Mumbai.

The core challenge was to create and implement the innovation. This was achieved through a well-planned mechanism. two pulleys were installed at the corner of the billboard which was then attached to a chain. A reverse forward motor was installed with sensors, which would control the movement of the objects. The two objects were attached to a chain and a platform was created with a track to slide the wheels Installed in the objects.

The combination of strategy and innovation led to a high decibel and large scale word-of-mouth impression. The entire activity ran for a period of 30 days and resulted in being a high recall proposition.

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