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'Wat-a-sight': Hyperspace creates huge water purifier for Philips

By Surina Sayal , afaqs!, Mumbai | In OOH News | September 01, 2009
The innovation gives customers opportunities to touch and feel the product, learning more about its functioning and purification technology

In an effort to meet the rising demand for potable drinking water, Philips Electronics has adopted the outdoor marketing route to actively stimulate the consumers in Kerala in a personalised environment during the Onam festival.

To catch the commuter's eye, Hyperspace, a division of Posterscope India, recently executed an eye catching innovation for Philips through mobile vans across different cities in the state.

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Philips has launched a 'Pure protect lock' in its purifier that gives pure water or no water at all. The feature stops water if the filter is not changed in time and a Pure Protect Alert reminds when it is time to change the filter.

Translating this pure water filter idea into a campaign, a super sized water purifier has been put up on a mobile van. The larger than life working model of the Philips Intelligent Water Purifier was conceptualised and created by Hyperspace, attracting huge attention.

The water purifier has been brought to life, wherein the water pours from the purifier into the glass with the help of a motor. The live demonstration of the product features to consumers helps them experience the product benefits.

With this campaign, customers get the opportunity to touch-feel and interact with the product, learning more about its functioning and its purification technology. Adopting the policy of aggressive marketing, the mobile van will move in high traffic areas wherein the consumer can see, touch, feel and experience the product.

Discussing the campaign, Haresh Nayak, country head, Posterscope India, says, "We were able to successfully implement the campaign in the highest clutter of the festive season and stand out of clutter. We clearly strategized and planned with the client on a couple of things, firstly the size of the media to stand out and outshout in the clutter, high frequency using multiple media options of both traditional and transit, and innovation to create the highest impact."

The agency was able to implement the innovation in four days on seven mobile hoardings in Kerala.

In addition to the innovation, a demonstrator will also inform the consumer about the nearest retail purchase point of the product. The campaign is already up and will continue for the next 20 days.

For the record, Posterscope India has set up a network in 26 cities; some of its key clients include the Future Group, Philips India, Elder Pharma, ING Vyasa, Essar Steel, Titan, Tanishq, Samsonite, Symantec, Lee Cooper, Levis, World Gold Council, Ray-Ban, Amul, Mont Blanc, Google, AirAsia, GoAir, Adidas, Blue Star and Tata Second Career.

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