National, December 05, 2016
Having a series of successful launches in 2016 (such as Redmi Note 3, Redmi 3S and Mi Max), Mi India wanted to execute a campaign in order to showcase these popular smartphones to the consumers moving through key airports in the country and drive up their purchase consideration during the festival shopping season.
With a focus on boosting purchase consideration amongst the TG in a relatively short span of time, key sites within New Delhi, Mumbai and Bengaluru airport terminals were selected to drive impact and reach of the communication message. With a primary focus on domestic travelers, the sites selected ensured maximum exposure of the static message within these airports. The sites were also evaluated basis aspects such as size, direction of exposure and aspect ratios to ensure key visuals [incl. that of the smartphones] shone through the creative's strongly.
The smartphones are the hero of the communication and the concept was therefore built around showcasing the smartphones aesthetically and the dominant focus was to reinforce assets such as brand identity, name and key features.
Large format static media sites have been used to achieve the objective of the brand, across New Delhi, Mumbai and Bengaluru airport terminals [both at the departure and arrival] targeting domestic passengers from last week of September. The campaign is up and running for a total duration of 3 months.
"As one of the highest footfall securing destinations - Delhi, Mumbai and Bangalore airport terminals offered the brand high reach among travelers allowing communication of the brand message as well as showcasing the range of popular smartphones from Mi India. The uncluttered visual landscape within these terminals meant high attention time and comprehension of the message that played a direct role in increasing demand for these smartphones during the festival shopping period of October. Needless to say, the campaign played a key role in Mi India selling more than 1 million smartphones in just 18 days of October 2016 delivering well on its objective", said Mr. Sushant Sreeram, Head - Marketing, Xiaomi India.
"We are delighted to have played our part in Xiaomi achieve an impactful launch. apart from the significant size of these audiences, these airport audiences are also the early adopters of cutting-edge technology brands such as Xiaomi. Their careful choice of iconic locations, the impactful sizes of these sites and the attention-arresting creatives played a vital role in enabling the brand achieve its marketing objectives in a short time period", stated - Mr. Sharath Chandra, Chief Revenue Officer & Head Alternate Media, Times OOH.
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