Campaigns

ACC Concrete Plus campaign gets high visibility

Around 100 sites have been taken across the Vidarbha Zone, which include major cities like Nagpur, Chandrapur, Akola, Amravati, Nasik, Aurangabad.

Published

June 4, 2013

Nabamita Chatterjee

ACC Cement recently rolled out an integrated marketing communication campaign to increase the market share of their new premium cement brand ACC Concrete Plus in the Vidarbha region, where outdoor media played a major role. The other media platforms used are TV, Radio, Print and a whole host of other activities related to consumer activation. Executed by Kinetic India, who were also involved in creative adaptations, this product based campaign is mainly driven by innovations. Pranay Khatu – Client Lead ACC-Kinetic India, informs, “Vidarbha Market is one of the important market for cement industry. The strategy for ACC was to break the clutter with outstanding innovations in the cities. This will increase the brand visibility in the following market by initiating good sales.

Around 100 sites have been taken all across the Vidarbha Zone for a period of one year which includes various out-of-home formats like billboards, pole kiosks, bus shelters, gantries & flower beds covering the all major junctions of the cities. “Outdoor as a media, is an important part of the integrated marketing campaign that ACC has rolled out in Vidarbha. Team Kinetic has been working closely with our teams to ensure optimum outdoor visibility in key markets for ACC. They have been very proactive and have rolled out some good outdoor innovations, which enable good stand-out value for our brand”- shares Kalidas Pramanik, Director Sales (West), ACC Cement. Hi-impact and frequency mediums at the major junctions throughout the cities like Nagpur, Chandrapur, Akola, Amravati, Nasik, Aurangabad were used.

The innovations are divided into several parts like –
â€¢   Complete exclusive branding of 40KM Toll Road leading from Nagpur to Chandrapur was entirely covered with the presence of ACC Concrete Plus. All Bus Shelters are painted with ACC on the following stretch. Gantries are created at entry and exit points of the Toll Road and 200 CONCRETE PLUS branded Flower Beds are installed on the divider of the toll road.

â€¢   Creative with ACC Shield Cut Out: all the hoarding have a 2D Cut Out of ACC Shield.

â€¢   CONCRETE PLUS Bag on Turn Table: This is the first time in a city like Aurangabad that such innovation is done. A Huge Cement Bag of the size of 12 feet kept on rotating and also the main message was highlighted by the use of LED as electricity is a major issue in this city.
Bulkers moving inside a huge 3D ACC Logo.