Datsun redi-GO shines at Mumbai Airport

Datsun’s newest car model redi-go was installed at Mumbai Airport’s domestic terminal T2 as part of the brand’s new car launch and engagement campaign. Targeted to stir curiosity around the new car model, the campaign was executed by Times OOH.

Explaining the brief given by the client to the agency, a source from Times OOH said, “The brand clearly outlined the need for an impactful and innovative campaign that would not only educate the TG on the new Datsun redi-GO and its brand proposition, however, would also strike an interest among them and engage them with the brand.  The Client desired an engagement campaign wherein the target group can interact with the brand, know its latest features and attributes and develop an interest towards the car eventually. Also, the need to highlight the additional features of the car like its high ground clearance and audacious style quotient demanded an interactive OOH campaign like this, where it can catch maximum eyes and get an affirmative response from the audience.”

The Engagement Zone was ingeniously designed with an illuminated floor and to give the Datsun redi-Go at display a floating effect. The frame work was outlined by the brand giving it an outlook. This rendered a substantial look and feel to the display- unobstructed to the commuters yet exceptional enough to draw the attention. The Campaign was rolled out on July 12th 2016, for a month and is expected to extend as per client discretion.

Commenting on the campaign, Arun Malhotra, MD, Nissan Motors Pvt Ltd, said, “With this innovative marketing initiative for our newly launched Datsun redi-GO, we wanted to reach out to the aspirational youth of India, who are the risers and want to fly high in life. And, the Mumbai Airport, which is one of the busiest airports of India, offers the ambience to reach out to the target group of the redi-GO. The unique and disruptive concept which also demonstrates the attributes of the car like high ground clearance, bold and eye catching style, has been receiving tremendous response from the audience.”

Arghya Chakravarty, CEO, Times Innovative Media Limited, said, “The promotional campaign of Datsun redi-GO at the Mumbai Airport T2 is an example of innovative brand marketing. The captive environment of the airport is apt for brands to showcase their products allowing commuters to stop by, enquire and interact with the brand.  The redi-GO display was a “floating” car adding to the curiosity and engagement level of the viewers! We are very excited with the response of the audiences and wish to continue catching eyes with more such interactive and innovative OOH campaigns in the future.”