Posterscope India uses”pixel-led technology for Hitachi Refrigerator OOH campaign

To promote Hitachi’s latest variant, “New Fresh Bottom Freezer, in the out-of-home space Posterscope India, the out-of-home (OOH) agency from Dentsu Aegis Network, recently has rolled out a technologically-advanced innovation. Hitachi’s three-door refrigerators come with “New French Bottom Freezer Refrigerator with side by side door. The core objective of the campaign is to build awareness and thereby, increase sales. The one-month-long campaign is aimed at reaching out to the Sec A and A+ population in the urban segment.
 
The campaign has been designed to communicate the key brand feature of the 3-door refrigerator and to build recall at points-of-purchase to accelerate consumer-purchase decisions.
 
Building on the brief, Posterscope crafted a campaign that resulted in a media mix delivering both impact and reach. The campaign has a delivered mix of unipole, billboard, back-lit premium bus shelters, LED screen and duct panel and has been implemented across top eight cities. Also, the brand communication, “Inspire the Next, motivated the agency to come up with a one-of-its kind innovation for a billboard which integrated digital with OOH. The technology used behind this latest innovation is based on ‘addressable pixel programming’, where every pixel is coded and mapped on the hoarding.
 
Based on their deep understanding of the target consumer, which was derived from their primary research (OCS), patented analytical tools (PRISM) and accumulated understanding, Posterscope zeroed down on a specific location in Delhi. Innovation was done at Ring road, which is the only point that connects South Delhi to West Delhi. Ring road is Delhi’s one of the main arterial roads that witnesses heavy traffic and market influx.
 
Haresh Nayak, Regional Director, Posterscope APAC said, “We are glad to be associated with the exercise for Hitachi, ensuring the creation of high impact visibility with the wide spread out-of-home campaign. The world is currently standing in the midst of massive technological advancements and our consumers in India are not just aware but also exposed to these evolutions while sitting at home. Therefore, the campaign that we executed had to be such that it could stand up to a world-class quality. And I am glad that we have stood tall and delivered so well.