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BlackBerry Playbook flies into Delhi Airport

By Surina Sayal , afaqs!, Mumbai | In OOH News | June 28, 2011
The new tablet device with wide-scale branding, aims to reach out to the SEC A, A+ audience at the airport.

Have you seen it yet? While everyone's talking about the new tablet device, the BlackBerry Playbook, launched last week in India by Research In Motion (RIM), those landing at Delhi Airport have had a chance to see its first ad campaign, and also try it at the Croma present here.

RIM launched an Out of Home campaign to promote the tablet at Delhi Airport. The launch campaign kickstarted on June 21. This was done with the objective to promote this new device amongst its target audience of young professionals, aged 23 years and above.

The branding has been handled by TIM Delhi Airport Advertising, part of Times OOH (that owns branding rights at the Delhi Airport). TIM Delhi Airport Advertising has used strategically-located branding options within the airport, offering high visibility to the brand.

The media plan includes a large glass wrap on the Terminal 3 building, escalator branding, wall wrap at prominent locations, totems (large size poles) in the check-in hall, travellator branding, backlit site package and digital screens all in full-view of departing and arriving passengers.

The plan also includes premium sites in Terminal 1 targeting more SEC A+ travellers. Drop downs in the departure area, wall wraps and scrollers in the arrival section have been used in T1D and 1C.

The creatives carry attractive images of the Playbook with the copy reading 'Work Smarter. Play Better.' Calling people to action, some of the ads, for example, on the totems, direct passengers to check out the new BlackBerry Playbook at the Croma, located within the airport itself.

The brand chose the premium platform as Delhi Airport connects with the apt TG of the product, that is, SEC A, working, affluent and tech-savvy audience with high frequency of travel, spending at least two captive hours during a round trip.

Commenting on the airport campaign, Rohit Chopra, chief executive officer, TIM Delhi Airport Advertising, says, "This campaign reaches an extremely relevant target audience and has created immense impact on a discerning populace at this prominent gateway to the capital city."

The company plans to roll out a similar campaign at the Mumbai Airport shortly, followed by television advertising, while radio, digital and OOH campaigns for the Playbook have already commenced.

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