Samsung’s media agency “Cheil” along with Posterscope, the out-of-home agency from Dentsu Aegis Network, have successfully executed a high impact/high visibility innovation to celebrate the launch of Samsung Gear S2, a revolutionary smart watch that is loaded with cutting edge features and has technology at its heart.
As part of the partnership, the key task for Posterscope was to highlight the core features of Samsung Gear S2 by disrupting the OOH landscape. The target audience was SEC A1, A2, A3 male within the 25-44 age bracket, people who are early adopters of technology, lead an active lifestyle and always ready to stay connected. Cheil India developed the concept and creative.
Now, while the objective entailed the highlighting of the dynamic features of the watch, it could not be met a vanilla 2D approach towards OOH. Thus, Posterscope recommended the use of LEDs to create an innovative display that would do justice to the objective and serve the required impact.
However, the task at hand wasn’t easy. It was a challenge to get approvals from the local authorities to use LEDs on billboards since it is not a usual practice in the OOH domain. Meanwhile, the objective also had to be met with seamless execution within strict timelines. The same were overcome with perseverance and sheer grit.
Adding a layer of efficacy to this innovative campaign was a well thought-out media plan that was designed by Posterscope. Based on their deep understanding of the target consumer, which was derived from their primary research (OCS), patented analytical tools (PRISM) and accumulated understanding, Posterscope zeroed down on specific locations in Mumbai, Bangalore and Delhi NCR to conduct the project. Trade points were the focus in Mumbai while it were the IT parks in Bangalore. Innovation was done at DND toll road, which is a major entry point in the city from Noida.
All this resulted in the flawless execution of the campaign and all timelines were maintained without any compromise in quality. The innovation led to creating extensive and significant buzz around the product. This in-turn led to the desired exposure of the brand around a product launch in a market like India.
Speaking on the campaign, Haresh Nayak, Regional Director, Posterscope Asia Pacific & Managing Director, Posterscope Group India said, “I am extremely honoured to be associated with this campaign. The world is currently standing in the midst of massive technological advancements and our consumers in India are not just aware but also exposed to these evolutions while sitting at home. Therefore, the campaign that we executed had to be such that it could stand up to a world-class quality. And I am glad that we have stood tall and delivered so well.”