NEW DELHI: After the highly innovative and successful campaign for LG BL40 'Chocolate', LG mobile phones and OMI has once again created a stunner that is creating a 'buzz' and attracting a large number of eyeballs - it’s for 'Cookiepep' this time.
The consumer electronic major has rolled out an innovative outdoor campaign for 'Cookiepep' that carries the tagline, "Everything you need. Nothing you don't” in 35 cities across India (including all metros and state capitals), to position this new offering for a young generation that appreciate both style and utility. The responsibility of executing this
innovative and high decibel campaign has been vested with OMI.
The compact 3-inch full touch-screen phone with social networking features aims at attracting the younger crowd. Commenting on the campaign, Sudhin Mathur, business head, mobile communications, LG Electronics India Pvt. Ltd, said, “After the successful campaign for BL40 'Chocolate' phone, which was highly appealing, innovative and effective one, we are geared up for 'Cookiepep' where the tag line says “Everything you need. Nothing you don't”. LG 'CookiePep’s new ad campaign has been endorsed by the newly appointed Brand Ambassadors - John Abraham, Genelia D’Souza and Abhay Deol. The ad reflects the brand’s imagery of fun, youthfulness and free spirit.”
With a media mix of billboards, unipoles, mall façades, backlit bus queue shelters, mobile vans having innovations like neon outlining effects on the elevated cutouts as well as the tag lines and logo on several displays, the campaign targets to attract a younger audience, with particular focus on the mid-segment consumers.
“As the competition is growing, visibility of the product is very important. The hoardings or cut-outs will definitely help in attracting attention and creating high levels of brand recall. Even the best of products will not be successful if the communication with the customer is not in line. “Cookiepep” is being actively marketed through a 360° plan, and this will be our biggest campaign till date. I am positive that this phone will be an instant hit with the youngsters,” said Mathur.
Explaining the brief given by the client, Atul Shrivastava, vice president & business head (North and East), Laqshya Media said, “The idea was to capture the niche market of mid-segment mobile phones, mainly keeping the young generation into consideration as the target audience. It was also to highlight all new special features of the phone like Live Square, SNS, etc.”
The OOH medium was pepped up with innovations to connect with a youthful audience. “While the communication is crisp and lively, it has zapped the roads with youthful freedom and fun through the OOH campaign. OMI has exceeded in deliveries for everything — impact, cities, numbers or innovation. The campaign is likely to exceed its earlier defined duration and will also ensure the highest possible return against every rupee spent by the client,” added Shrivastava.
OOH as a medium provides a highly effective platform to many products, including consumer electronics and mobile phones. This campaign, using eye catching innovations and a wide intelligent mix of display formats will certainly help 'Cookiepep' become immensely popular amongst its target audience.