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OAP builds delectable outdoor presence for Café Coffee Day's new food menu in Mumbai
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network2media Bureau   
Friday, 01 June 2012 09:00 (IST)

Focussed campaign MUMBAI: In an effort to popularise its fresh, new food menu, leading coffee retail chain Café Coffee Day has embarked on a focussed outdoor campaign in Mumbai. The execution duties of this 25 day campaign have been vested with Outdoor Advertising Professionals (OAP).

Building visibility at night The campaign concept was to targeted consumers between 16-35 years of age in the city that never sleeps. The campaign aimed at reaching out to them for Café Coffee Day’s 'all new food offerings'. The campaign was unveiled at locations that would draw maximum eyeballs from the target group who are willing to experiment and yet want value for money.

Key placements The idea was to create a corridor displaying the delicious creatives of the brand with focus on dominating presence near the retail outlets in every 2 to 3 km. The mandate to OAP was to create high impact and high quality exposure, thereby ensuring top-of-mind recall which inturn propelled the team to look for all formats of media that would stand out from clutter.

Repeat exposure in a series In order to achieve the campaign objectives, the agency used a wide mix of outdoor media formats including, billboards, cantilevers, bus shelters, kiosks etc. All the media were put at one go with the main focus being Western suburb, as most of the cafés are located in that area.

Swarnali RoyCommenting on the initiative, Swarnali Roy, senior manager marketing, Café Coffee Day, said, "OAP adhered to the timelines of execution as per the committed dates, many times, they have suggested to shift the existing sites to more prominent sites, if the prominent site space is available. This has helped us select the sites very meticulously, basis our brand objective. We have received regular updates from OAP and the feedback from the campaign is excellent."

Vishal JaiswalVishal Jaiswal, manager-account management, OAP, added, “I am glad the way the campaign has shaped up and the client has achieved their desired marketing objective. We are grateful to Café Coffee Day for giving us an opportunity to be associated with the brand.”


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