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Percept OOH works the OOH magic for Kohler ‘Flipside’
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Neha Nagpal   
Friday, 14 January 2011 09:00 (IST)
Large, colourful & full of stature NEW DELHI: The aspirational class in India has emerged as one big market for novel, stylish and innovative products. This is cuts across a wide range of product and service categories. Kohler, a leading global brand in the area of bathroom and kitchen design and fittings, has launched its four-sided ‘FlipSide’ showers that will readily appeal to this class.

Vibrance depicted on a large format display To promote the products in major metro markets Mumbai, Delhi and Bangalore, Kohler India has launched an outdoor campaign titled ’Flip your mood’ in accordance with the four different types of bathing experience that can be got just by flipping the ‘Flipside’ Kohler shower head. For this the company has vested its outdoor duties with Percept OOH.

KOHLEROn the introduction of the new range, Vikas Gupta, president, Kohler India said, “Kohler has continued the tradition of bringing in innovative and technologically superior products to the consumers that allow one to enjoy the privacy of the bathroom in an uninhibited fashion.”

Building impact through premium, large format media “With Flipside, Kohler has reiterated the concept of self indulgence in a fun way irrespective of the time spent in the shower. The product comes with an innovative Flipstream technology which Equally attractive & visible at night dedicates a single spray head surface to each unique spray for experiencing the four modes of Kurrent, Komotion, Koverage and Komb” he added.

The objective of the three-week plus outdoor campaign was to create brand awareness of Kohler and to generate more enquiries about the products.

Sanjay PareekCommenting on this activity, Sanjay Pareek, president, Percept Out-of-Home (OOH), said, “Kohler for the first time in India launched a product at a great price, targeted at SEC A. High quality, building brand stature The campaign has great creatives and is tailor-made for the OOH media. The client’s understanding of the outdoor medium was very high, and this helped us to come together as a team to plan out a campaign which would effectively address the marketing objective which was to announce the arrival of the brand with very high noise level. 'Towering' & 'Solus' Locations were drawn up based on popular TG congregation points and sanitary and bath fitting markets.”

Rajneesh BahlRajneesh Bahl, business head-outdoor, Percept OOH, added, “The campaign was rolled out in the three major metros with a strategy to cover all high traffic zones and dealer networks by using high visibility media.”

Premium, high value, attractive & impactful campaign delivered The three-city campaign has demonstrated how products are able to use the outdoor platform to connect with the aspirational class in no uncertain terms.

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