In conjunction with its television campaign that showed the demise of '1 paisa per second', Videocon Mobile Phones, in association with Videocon Mobile Services, launched an attractive outdoor teaser campaign.
On February 02, commuters in Mumbai saw a huge egg on a hoarding on the Dadar Flyover at Tulsi Pipe Road. While people wondered what it was, the only hint available was Videocon's green mascots, Chouw-Mouw, on either side of the egg.
On the next day, a faint green shadow was seen inside the egg. On day three, the green shadow was larger and the egg started developing a crack, as if ready to hatch. By the fourth day, the egg had cracked open, giving commuters a glimpse of the new mascot. On the fifth and final day, the hoarding displayed Videocon branding, and the new smiling mascot Zero was revealed.
The campaign aims to focus on the arrival of the new tariff rate. Thus, it celebrates the birth of Zero as the new hero for consumers.
This teaser was executed by StreetSmart, Mudra's second OOH agency. Ravi Ambrose, senior vice-president, StreetSmart says, "The TVC for this innovative product had a teaser, too, but for the outdoor medium, we felt that the egg innovation would create the right buzz for the birth of zero paisa per second. We thought that an egg was the immediate imagery of birth that springs to one's mind."
The OOH teaser coincided with the TVC teaser, and the unveiling of the zero paisa tariff happened on the same day.
Anshul Punhani, head - marketing, Videocon Mobile Phones, says, "We wanted to create a buzz around the new offering. The entire thought of the egg cracking open to reveal the character Zero was very unique. We understood that there were huge difficulties in executing this innovation. The elaborate cut-outs had to be changed every night."
The outdoor campaign managed to create a buzz, as people discussed it on social media platforms.
Sunil Tandon, chief marketing officer, Videocon Mobile Services, adds, "What better way to introduce this offering than to create a story around it? The egg-cracking campaign built curiosity and anticipation, and finally, achieved registration in the minds of people."