Samsung’s media agency Cheil along with Dentsu Aegis Network’s out of home agency Posterscope have successfully executed a high impact and high visibility innovation to celebrate the launch of Samsung Gear S2.
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.
Posterscope Group India, Posterscope Asia Pacific regional director and MD Haresh Nayak 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.”
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.
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.