Mumbai: Samsung has launched an innovative out-of-home campaign for its brand-new Split ACs with WindFree technology. The campaign is executed by Cheil India in association with Platinum Outdoor, a unit of Madison World.
Following a two-year pandemic-mandated lockdown, the objective of the campaign is to capitalize on bringing out the best through OOH innovation and a huge revival of outdoor commute by placing large hoardings and branding at high traffic areas.
The campaign covers four cities across India, including Jaipur, Pune, Ahmedabad, and Kolkata. Samsung’s bright and eye-catching billboards have been placed in prominent, high traffic locations in each city, targeting high footfall locations and commuter areas.
To creatively impact consumers, a large scale backlit cut out of AC was executed with a magnifying lens that magnifies the micro holes in the AC. The magnifying lens and AC were both backlit. ‘Samsung WindFree powerful gentle cooling’ was highlighted with acrylic letters. With the use of blue ice as a backdrop in the creatives, the campaign intended to depict a cool environment because of the ACs.
Samsung’s extensive one month campaign includes bright, LED-lit creatives visible on highways. With this clever, creative and striking outdoor campaign for Samsung, the brand has positioned itself to become a hot topic of conversation by discussing the importance of micro holes for clean and cool air in our homes.
Speaking about the campaign, Samsung AC business product marketing head Ankur Kapoor said “Our latest range of premium WindFree™ air conditioners addresses consumers’ evolved home cooling needs and works efficiently by dispersing cool air through 23,000 micro holes. The new line-up is designed to give highest level of comfort by creating a still air environment, along with powerful cooling. We used innovative out of home hoardings to create awareness in key markets and it enabled us to connect with the right target audience for this product range.”
Cheil India head- OOH business Durba Mandal said, “At Cheil India, we believe in creating both value and impact for Samsung with our focused planning approach. The brief from Samsung for its brand-new Split ACs with WindFree technology was very precise, i.e. to use the OOH format innovatively and highlight the technology feature of the newly launched range and I am glad we carried out the campaign flawlessly.”
Platinum Outdoor and MRP CEO Dipankar Sanyal said, “We have been collaborating with Cheil for Samsung for over a decade now. It has always been our endeavor to create great work for our clients both on creative and planning using our Madison proprietary tools for sharper targeting. We are extremely happy to see our idea of bringing alive the various aspects of Samsung’s split AC with wind free technology on strategically located billboards.”
“As a brand that has a relationship spanning six decades, we believe that we have to communicate beyond the product itself. We need to constantly strike an emotional chord with the consumer. The partnership with Sab through the programme will further this effort through its wonderfully conceived situations, humour and high quality production. I am sure this will be a new landmark in marketing,” adds Kalroo.
Two promos and various digital campaigns have been designed to promote the show. “We have not compromised on the marketing of the show,” informs Kapoor.
In the integrated digital marketing campaign, where social media is complemented by a QR code initiative, on-ground and off-line promotions, a dabbawala named Kiran Gavande narrates his story, establishing how he goes about his life. The online banners direct the website visitors to the video on YouTube brand channel of Siemens, which then directs the visitor to the Siemens web site with details on the actual Siemens technology that has contributed to the dabbawala’s life.
Zoom’s Facebook page, which started in 2009 and reaches 95 million people weekly, also has a show called ‘Zoom It’, which plays song dedications made by its Facebook followers. The fact of the matter is Zoom has sped past GECs in terms of Facebook likes and the reason, according to Kaul, is: “As part of family TV viewing, the youth has to follow GECs even when they’re not their most preferred choice of entertainment. In the digital space however, it’s entirely up to them to choose and watch exactly what they want.”