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Percept OOH spreads 'Go Cheese' on Mumbai, Delhi OOH canvas
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Neha Nagpal   
Friday, 26 March 2010 08:00 (IST)
Creating impact through 'Simplicity': Thats what communication is all about NEW DELHI: With the urban population becoming increasingly health conscious, typified by their predilection for fat-free foods, foods manufacturing firms are having to introduce low calorie products to draw consumers, especially among the youth. Taking cognizance of this market trend, milk products maker Parag Milk & Milk Products Pvt Ltd has launched 'Go Cheese', a cow milk product that is relatively fat-free. The company, known for the Gowardhan brand of diary products, has taken the OOH route to build the 'Go Cheese' brand, having vested the execution duties with Percept Out-of-Home, a 360-degree OOH communication solutions division of Percept Ltd.

Rahul Akkara The campaign, initially launched in key metros like Mumbai and Delhi for a period of 21 days, has already run into extension owing to the appreciable market response. Commenting on the campaign, Rahul Akkara, VP - marketing, Go Cheese, said, "Our aim was to create a noise level for the brand that would result in demand generation and increased market penetration. This was achieved by our outdoor partners through careful planning and selection of an appropriate media mix."

Sanjay PareekSanjay Pareek, president, Percept OOH, said, "We were asked to target the residential segment of SEC A & B who should get a clear idea of what the product stands for".

Multiple media formats used to create the necessary levels of brand awareness The Go Cheese campaign with the tagline 'Enjoy the goodness of 100% pure cow's milk' has been deployed as per the defined strategy using both large and small media formats.

Ground activation initiatives builds consumer interactivity & involvement Further, to connect with the high-end of the consumer band, Percept OOH conducted brand activations at Future Group's upmarket SoBo Central mall, Raghuleela mall and Oberoi mall in Mumbai on the occasion of Gudi Padwa. As a part of this initiative free cheese sampling was done in these locations across Mumbai.

Bus shelter bearing the simple but eye-catching campaign creative In addition, Percept OOH used a mix of back-lit and front-lit hoardings, Metro branding, inside Metro branding, unipoles and public utilities for the campaign. In Delhi, the OOH agency focused on locations like Ring Road, Pushp Vihar, Barakhamba Road and South Extension, whereas in Mumbai, the coverage extended to Peddar Road, Napean Sea Road, Worli, VT, Juhu, Marine Drive and Bandra. Largely, bqs were used in these areas.

Small in size but high on noticeability Percept OOH opted for traditional displays for the campaign sans innovations. Explaining this, Pareek said, "There was no need for innovations as the client has been so media savvy. Hence, we used uncluttered creatives that beautifully and clearly conveyed the message to the TGs."

All round branding presence amplifies the 'Simple can be effective' mantra The success of the campaign could induce many more foods companies to board the OOH bandwagon. Say cheese!

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