Mumbai: Kinetic Worldwide a global leading player in the Out-Of-Home (OOH) media industry, partnered with Cadbury for a topical marketing campaign on the upcoming festivities.
As the season of festivities approaches, consumers actively seek gifting options. At such an opportune moment, it becomes vital for a brand to strengthen its emotional connect. With Cadbury Celebrations, the universally loved taste of Cadbury chocolate complimented by the brand’strust and goodwill become theprime factors to establish the product as a preferred giftduring traditional festivals in India.
Initiating efforts to reiterate the message of this festive occasion ‘‘Iss rakhi kuch accha ho jaye,Kuch Meetha Ho Jaaye’,Kinetic yet again showcased its OOH expertise by installing life-size billboards across high traffic junctions in 16 cities. Building a high reach amongst consumers, to express their love for their siblings this Rakhi, Kinetic also installed Cadbury Celebrations LED networks and mall facades in addition to OOH marketing; creating an effective recall.
Skewed towards the markets of north and west regions, with the help of the New Consumer Classification System, the campaign is targeted to both male and female in the age group 16-35. To bring out the festive feel, attractively huge handmade rakhis with aesthetic Kundan and Peral work were installed at two prominent locations in Mumbai – On the highway towards the domestic airport (Vile Parle) and at Worli. These rakhis also had a backlit celebrations packet with lighting that gave it a 3D reality effect.