NEW DELHI: A change of identity is a moment of reckoning for any brand. For Anchor Electricals, one of the trusted electrical accessory brands in the country, a logo change is an opportunity to reaffirm its market leadership in a highly competitive turf. The new logo ‘Anchor by Panasonic’ is being promoted as an inevitable change that resonates with the new dynamism in the markets. Pertinent to note that Matsushita Electric Works (MEW) of Japan, owners of the ‘National’ and ‘Panasonic’ brands, had acquired majority stake in the privately-held Anchor Electricals way back in 2007.
To promote its new corporate identity, Anchor Electricals has taken the outdoor route with Outdoor Advertising Professionals (OAP) as its outdoor partner. OAP, known to be highly innovative in its approach, conceptualised, created and executed a three-stage outdoor campaign for Anchor. “The aim was to show the birth of a new identity for Anchor through gradual change of the old logo and emergence of the new one,” said Abhijit Sengupta, CEO, OAP.
“The whole idea stemmed from the fact that any company that undertakes logo change, apart from advertising, gets ready to change the collaterals as early as possible. So that being top of the agenda and signs or signages being one of those that undergo early replacement, we thought of using that as a mnemonic to convey the change, without talking i.e. writing much.” The tagline ‘Change is Inevitable’ was coined by the client, while OAP worked on the concept and graphics.
In the first stage lasting five days, the creatives showed that old signs of Anchor were being brought down. “Here we highlighted the Anchor emblem/symbol. This was done because in the past Anchor had changed the font a few times but the emblem remained untouched and the trade recognised Anchor with this emblem itself. The billboards were given a little oldish feel, so one got to see the uncoloured portion where the logo units
were there all the while, while the rest remained discoloured due to exposure. Real size and real looking installers were shown handling the removal of the signs,” he said.
In the second stage spread over six days, the creatives showed bamboo scaffolding being tied up and the sign installation team working up the installation. And, in the third stage spread over 15-20 days, the new logo itself was revealed.
In the first two stages that were partial teasers, large formats especially billboards were used to create the impact. In the final stage, additional media clusters were used for rapid cover built up as well as to garner frequency. The contact points were also distributed over the period. In the first two phases focus was on cover and trade catchment. While in the third stage, lot more catchment and captive points were added.
The campaign has been executed in 37 cities covering all metros and key mini metros. OAP has used a broad media mix that includes billboards, gantries, bus shelters, kiosks, railway station signages, airport displays, and railway station branding. Kinglong bus branding has also been done for the multiplier effect and to obtain TOM recall. The iconic Patel Bridge in Mumbai has been used strategically to showcase the new Anchor logo.
For OAP, the challenge was to bring alive the change. “That could have been done with either live people or mannequins and by fabricating those massive signs. But that would have been a prohibitively expensive and logistical nightmare. Instead, we chose to give all the effects of life-like and 3D on the print itself. It was technically very difficult and a massive task, because each site had to be treated differently depending on size, position, light and sun path. We had to create 45 3D artworks for the first two rounds itself which took us around 15 days,” said Sengupta.
Fortunately, for the client and the agency, the campaign has been well received, particularly amongst trade. For OAP, this campaign is another demonstration of its capability to create the wow effect in the outdoor space with innovative, cost-effective means.
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