NEW DELHI: Percept OOH has partnered with Panasonic to create an innovative and high impact outdoor campaign for the newly launched AC brands 'Econavi' and 'Cube'. The campaign which covered over 70 cities, used a large range of outdoor media including use of innovative LED lights in to showcase the product attributes. The campaign was launched in the thrid week of February, and will continue till April 2011.
Commenting on the objective of the campaign, Manish Sharma, director marketing, Panasonic India Pvt. Ltd, said, "at Panasonic, we are committed to design products which are apt for Indian conditions, while placing a premium on durability and afford-ability. We have launched two new products in the
air-conditioning segment this year, specially targeted at the Indian consumer. The first in the high end premium category is the 'Econavi' and 'Cube' is our latest offering in the mid segment category. 'Econavi' comes with a revolutionary technology which detects presence in the room and adjusts cooling automatically - AC with 'Intellisense'."
On giving the outdoor advertising madate to Percept OOH, Sharma said, "We have partnered Percept OOH for taking this
product across India via outdoor advertising to familiarise it with Indian consumers. The Outdoor campaign was specially chosen to cover the length and breadth across 70 cities in India. Our aim through this campaign is to make consumers understand the product attributes and actually go into our brand shops to experience it, and to convert them into buyers.''
Percept OOH was given the mandate of creating maximum visibility and high recall value for each brand with their specific target audience with a objective of converting them into buyers.
Rajneesh Bahl, business head, Outdoor, Percept OOH, said, "Panasonic has launched two new ranges of consumer air conditioners, 'Econavi' and 'Cube'.These two ranges straddle two ends of the Indian AC buying consumer and have different media strategies involved. Panasonic has trusted
Percept OOH to identify the perfect strategies for each of these ranges and deliver maximum visibility for each brand in their specific target audience across 70 cities involving 2.5 lac square feet of display spaceî
To grab maximum eyeballs, the company has invested in innovations using LED lights, highlighting the brand name and its new mascot.
Apart from Delhi, the campaign has been executed in key cities like Gurgaon, Noida, Lucknow, Agra, Chandigarh, Mohali, Panchkula, Haryana, Jaipur, Jodhpur, Udaipur, Ranchi, Kolkata, Bhubaneshwar, Guwahati, Indore, Raipur, Mumbai, Pune,
Nagpur, Aurangabad, Nasik, Ahmedabad, Surat, Baroda, Rajkot, Hyderabad, Vijaywada, Bangalore, Mysore, Mangalore, Cochin, Trivandrum, Chennai, Coimbatore and Madurai etc.
With mercury rising across northern India, Percept OOH strategy has given headstart to Panasonic brands by creating maximum visibility within the category. The heat is on for the competitors and for Panasonic its a cool way of reaching the consumers.