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| Primesite innovates for S Mobility, creates larger than life cut-outs of Optimus Prime for their Transformer Series launch |
| Announcement / Corporate Jul 13, 2011, 18:54 IST |
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Like a vehicle transforms to some other creature or monster, S Mobility has similarly introduced ‘Spice Transformer M-5500’ which comes with detachable keypad options enabling it change from a trendy bar to a smart touch form factor. Spice has tied-up with Hasbro, who owns the marketing rights for Transformer Movie Franchisee. To drive this campaign, Primesite, the specialist outdoor arm of Mudra Max-OOH was given the mandate to create clutter-breaking and unique visibility for Spice Mobiles.
The main objective of the campaign was to associate the impact of the transformer movie with the new Spice transformer M-5500 and create a buzz for the new product.
The campaign commenced in the last week of June’11 has been executed at key locations spattered across the city so as to garner maximum reach in the market. The agency has created larger than life static cut-out of Optimus Prime and Spice Transformer M-5500 displayed across cities to attract the attention of passers-by.
To build salience for the new Spice Mobile phone, Primesite has planned and executed a high decibel campaign with a mix of out of home media vehicles. Hoardings carrying 40 – 45 feet larger than life cut-outs have been placed strategically at eye level, grabbing maximum attention of its TG. The cut-outs were fabricated using high end moulded fiber with the creative’s reading, ‘The new Spice transformer Phone’. Besides, a Mobile van and Unipoles have also been used.
One of the key challenges for Primesite was to obtain the desired quality of media vehicles at the right locations, in the wake of the heavy market demand. Also more challenging was the necessity to stand out of the crowd amongst a heavy clutter mobile phone categories.
Commenting on the campaign, Mandeep Malhotra, President, Mudra Max-OOH said, “The brief from the client was to create impact with large format and number of exposures in order to create buzz around the new Spice product. Our key focus was to bring innovation and create disruption for their outdoor campaign. We are pleased to take outdoor to a new level and have suitably attracted the attentions of passers-by effectively breaking clutter in the market.”
Payal Gaba, VP Marketing, Spice Mobile says, “We have recently launched M-5500 Transformer Series, in an exclusive tie-up with Hasbro, the official licensing partner and franchisee holder for the latest Transformer 3 movie. We wanted to use outdoor as a recall medium, breaking through the clutter and target the urban youth at the same time. Primesite has innovatively executed for Spice in a new, innovative format which has helped in receiving excellent response and retention for the new product!”
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