The objective of the OOH campaign is to introduce an innovative way of snacking. Apart from Mumbai, the campaign has been implemented in 26 cities
Posterscope India, the out-of-home (OOH) agency from Dentsu Aegis Network, has rolled out a massive OOH campaign to launch Cadbury’s chocolate variant Fuse. The objective of the OOH promotion is to introduce an innovative way of snacking in-between meals.
Posterscope took the concept of ‘metro train wrap’ in Mumbai on the Versova-Andheri-Ghatkopar metro corridor. The campaign is aimed at reaching out to the youth between 15-25 years of age across Sec A and B.
Building on the brief, Posterscope crafted a campaign that resulted in a media mix delivering both impact and reach. The media formats used for maximum impact were billboards, unipoles, gantries, pillars, mall facades, airport and metro trains. To build reach and frequency, Posterscope used bus shelters, metro trains and signages across various cities. The campaign has been implemented across top 26 cities.
In an attempt to create uniformity in the campaign and to generate a higher recall, only one creative is being used across the country. Every creative essentially highlights the key contents of the product, chocolate and peanuts, along with the tagline ‘Chocolaty Feast.’
As per data shared by Mumbai Metro, the metro line witnesses a footfall of more than 30 lakh passengers in a month. Since the metro runs on the high traffic Ghatkopar-Versova route, it would have garnered eyeballs from road traffic as well.
Commenting on the campaign, Fabian Cowan, President, Posterscope India, said, “Commute and travel time is a significant part of the city dweller’s daily routine and, with the length of commute only increasing, we wove our out-of-home strategy around owning up the commute routes for Fuse. Metro wraps in this case was an integral part of the strategy, which drove visibility and heightened the campaign’s impact.”