BENGALURU: For fifty years, Waters Corporation has developed innovative analytical science solutions to support customer discoveries, operations, performance, and regulatory compliance. Specifically, the company designs, manufactures, sells and services ultra performance liquid chromatography (UPLC), high performance liquid chromatography (HPLC), chromatography columns and chemistry products, mass spectrometry (MS) systems, thermal analysis and rheometry instruments.
The client brief to JCDecaux India was to create awareness about the brand 'Waters' at the international and common arrival halls in BIAL. The objective was to build an impactful campaign to create awareness about the global organisation, 'Waters' among the sophisticated and well-read BIAL passengers. Strategic locations were chosen for this campaign to provide multiple touch points in the ambient airport environment, generating high recall for 'Waters'.
The target audience for the 'Waters' campaign at BIAL are primarily business travelers, thus JCDecaux India team has created a dominating presence for 'Waters' at the international arrival through a 3m X 29m (Height X Width) wall branding, a 'giant' light box along with state-of-the-art totem.
The moment international arrival passengers enter the Bengaluru Airport passport control zone, they are greeted by a massive wall branding of 'Waters', wherein, the whole wall is converted into a huge message board with a striking creative highlighting their expertise in different zones of chemical testing. The impact gets stronger when passengers travel further, 'Waters' has taken a 'giant' light box before security control to provide repetitive recall and finally a 'giant' totem has been deployed in the arrival hall to ensure lasting impression. The repetitive exposure to 'Waters' campaign delivers perfect visibility and helps in creating long term recall for the brand.
Commenting on this initiative, Frederic Brun, chief operating officer – airport, JCDecaux India, said, “Waters campaign at BIAL opens a new horizon for international clients who seek premium locations and partnerships to showcase their brand image at high visibility zones of the Bengaluru airport. 'Waters' domination campaign at BIAL arrival area creates high recall for the brand and effectively connects with the precise target group.”
Overall, the multiple location campaign of 'Waters' has attained a dominating presence in the Bengaluru Airport environment.
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