NEW DELHI: Energy drinks are finding a ready market in India. Seizing the opportunity, 'Cloud 9' stepped up its promotion with an innovative campaign that ran with the tagline, 'Breaking News - Drink and Drive'. To strengthen the brand presence, the company engaged Milestone Brandcom to create an onground activity during the festive period between Christmas and New Year celebrations.
Milestone Brandcom executed the OOH campaign with a view to reinforce Cloud 9's brand proposition through a larger than life dynamic visual medium. The OOH firm arranged for actuals vintage cars to be placed on mobile vans stationed in high traffic areas like Mahim Causeway and Juhu beach in Mumbai, Gurgaon Road, Safdarjung , Noida Road and Airport Road in Delhi.
Mannequins were placed at the wheel of the cars to give the impression of people drinking 'Cloud 9' while driving. The mannequins were manipulated by motors to show as if they were sipping 'Cloud 9' while driving. The innovation was ideated by Milestone Brandcom's creative team comprising Anusha Arora , Vinay Chauhan and Sudarshan Waghmare.
Talking about the campaign execution, Nabendu Bhattacharyya, founder and MD, Milestone Brandcom, said the team worked ceaselessly to create the outdoor innovation that went with the theme of 'Breaking News - Drink and Drive'. This was another of the series of highly innovative campaigns the OOH specialist firm had executed in the recent past.
Commenting on the campaign, Priyesh Ganatra, director, Cloud 9, stated, "Our strong brand propostion needed refresh ideation. Team Milestone came out with relevant OOH Innovation and made it happen, which created dynamism and brought to life the brand proposition. We received enormous response from our office colleagues, distributors and many other consumers. Our sales went up during the festive season by 15%." The campaign was executed for two weeks between December 20 and January 3.
Overall, the innovation created enormous impact among drivers and intrigued the people passing by as to what the driver was doing while driving. "We took the first mover advantage within our category and have achieved the desired results," said Vikram Bhanushali, marketing head, Cloud 9. Going by the response, Cloud 9 could test many other markets with similar campaigns.