Posterscope India, the out-of-home (OOH) agency from the Dentsu Aegis Network, has rolled out a massive OOH campaign to announce the launch of Mondelez’s latest variant ‘Cadbury Bournvita Biscuits’.
Cadbury Bournvita Biscuits is the company’s second brand in the biscuits category after Oreo. With this, Mondelez India expands its category footprint from cream biscuits to cookies.
With the core objective of the campaign centred around building awareness of the launch of this new offering, Posterscope used the product tag line ‘Subah ka Biscuit’ in its communication to showcase the product as a morning breakfast snack. The campaign aimed to reach out to the mothers of children aged five and fifteen years across Sec A & 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 impact were billboards, unipoles, gantries, pillars, mall facades, airport, metro trains. To build reach and frequency, Posterscope deployed bus shelters, food Court table mat brandings, local and metro trains and signages across various cities. The campaign has been implemented across top 20 cities.
Mondelez spokesperson said, “We launched a high decibel integrated marketing campaign with strong on-ground, social, digital & OOH activation plan to create awareness and drive rapid trials in the launch phase.”
Ashok Pillai, Creative Director Posterscope India: commenting on the campaign innovation said, “ we strategically choose a billboard that caters to the morning traffic and made sure that the site was one which had clear sky in the background in order to accentuate the innovation”.
The innovative billboards that Posterscope installed in Mumbai added an edge to the campaign. usingan LED lit ‘Subah ka Biscuit’ on a hoarding sized 100ftx10ft along with a backlit product pack the effect was impactful.Special lighting gave the effect of a rising sun thereby creating freshness in ‘the morning zone’. Theinnovation helped the brand stand out while the LED lighting ensured long distance visibility.This gave the campaign the muchrequired buzz.