Heineken makes a starry presence in Salt Lake City, Kolkata

Popular beer brand Heineken recently created an innovative OOH presence in Salt Lake City, Kolkata for a deeper connect with the target audience. The brand’s mandate was handled by the specialist media agency OAP whereas the execution was successfully carried out by OOH media owning firm Enkon. The objective of the campaign was to create a high-visibility image of the brand with an illuminated Heineken backlit star on a billboard positioned at the busy junction in Sector 5, Opposite Technopolis, the IT Hub of Kolkata.

The size of the billboard was 20ft x 10ft — a projected unipole — and the illuminated big star was of about 9ft (h) x 10ft (w).  To create the desired effect on the billboard, acrylic signage had been used with LED inside it, to create an imagery of real beer being inside the star. The brand also played on the tastes of the local Bengali consumers – with the creative saying: “100% Natural, like any Bengali’s love for Ilish”

On the innovation, Kaushik Mitra, COO East, OAP, said: “the objective of this OOH display was to attract the attention of the desired TG which is present at that location and create a larger than life impact. The challenge was also to get the real effect of the star for which we used a combination of backlit (star) and frontlit (rest of the hoarding space) mechanisms as well as LED lighting with acrylic signage.”

Aninda Banerjee, MD, Enkon, said: “We have executed this innovation successfully and it will be up for the duration of one month.”