The highlights of the campaign were two innovations measuring 40 X 20 feet and 30 X 20 feet, placed at Bandra Selection Junction and Peddar Road in Mumbai. The creative displayed a swing hung with a rope from a tree. The swing, with a 14-feet cut-out of a boy, was attached separately to the billboard and moved back and forth with the help of a motor.
Another creative showed a boy blowing soap bubbles. The creatives communicated the curiosity of children through messages that read 'Curious case of a child #83 Why does a swing keep moving back and forth?', and 'Curious case of a child #43 Why are bubbles round?'.
As part of the campaign, 14 bus queue shelters were branded with the same creatives.
Amit Sarkar, national director, Kinetic Worldwide India, says, "The only way to get noticed and to create brand recall in the mind of the target audience was to be seen differently in the OOH media sphere. Hence, this innovative execution tried to build a connect with the environment the school promises for the kids."
The major challenge was to balance and stabilise the speed of the swing to enable it to swing in an open environment. A trial run was conducted for two days to ensure that the motors could take the huge load.
The campaign kicked off on November 14 and continued until December 13, 2011. Due to the encouraging responses, the client decided to repeat the campaign between January 30 and February 12.