Campaigns
Smartron srt.phone connects with audiences in a flash
Kinetic WW India planned and executed a clutter breaking activity that amplified the brand’s OOH campaign.
Smartron srt.phone, an IoT based smart device, was showcased to target audiences in an innovative manner in Gurugram through a flash mob performance at the Sikanderpur station of the Rapid Metro network. The activity was part of an overall OOH campaign that was launched by the brand.
Kinetic WW India planned and executed the campaign using its ‘Aureus’ media planning tool with the principal objective of creating a quick impact and brand registration in top 11 cities in a 20-day period. In addition to strategic billboards, Metro wraps were done in the Gurugram market. Since office goers were to be sharp targeted, flash mobs at metro stations with high footfall broke the usual routine and engaged audience and increased the talkability around the advertising brand.
The onground activity was amplified by the >4000 sq. ft Smartron srt.phone branded train pulling into the station during the performance, after watching which, audiences got into the branded train. About the OOH campaign, Amit Boni, VP Marketing & Sales, Smartron said; “For us, consumers are at the heart of whatever we do and we leave no stone unturned to make sure they have the best experience from the brand. We have always believed in engaging with consumers beyond just product offerings. This unique flash mob was an effort towards connecting the brand with Millennial and Gen-Z consumers at a point where they least expected it. The activity which was a part of our OOH outreach for SRT phone launched earlier this quarter, brought a surprise to the audiences during the peak office hours thus making their morning entertaining and interesting. We are extremely pleased with the support from the Rapid Metro and the agency team which ensured that we got a great response from these early morning commuters in Gurgaon”.
Saket Sinha, m/Six, (Leader – India), said, “We are happy to be associated with Smartron srt.phone, a brand inspired by and dedicated to its celebrity investor and ambassador – Sachin Ramesh Tendulkar. This campaign brilliantly paints a larger than life picture of human connect with technology. We at m/Six thrive on the challenge of creating brand relevance through conversations with the consumer. The campaign turned heads when the flash mob was initiated to the rousing theme song of Sachin, A Billion Dreams to the titular song from the movie ‘Rang De Basanti’ which was demonstrated in the peak hours on the metro station in Sikandarpur, Gurugram to target the office goer. We look forward to working with Smartron and have a strong belief that together we can create success and drive the premium brand story forward.”
Suresh Balakrishna Kinetic WW, CEO South East Asia & Middle East commented, “We at Kinetic are always looking for providing clients with new and exciting ways of reaching their consumers. In Smartron SRT we found a brand that lends itself for expression and wants to reach out to the youth. It was a difficult thing to pull off “a flash mob during peak hours in Delhi metro!!” but it was a clutter breaker and worked for the brand”.
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