afaqs! news bureau
OOH

Transform yourself with Transformer M-5500!

In a bid to promote its new handset, S Mobility has launched an out of home campaign by creating a larger than life static cut-out of Optimus Prime, the fictional character from the Transformers movie.

Just as a vehicle transforms into some other creature/monster in the Transformers films, S Mobility (previously known as Spice Mobility) has launched the Spice Transformer M-5500, which comes with multi-useable features like detachable keypad options, enabling it to change from a trendy bar phone to a smart touch form.

In a bid to promote this newly-launched handset, S Mobility has launched an out of home (OOH) campaign by creating larger than life static cut-outs of Optimus Prime, the fictional character from the movie Transformers, and Spice Transformer M-5500. For this, S Mobility has tied up with Hasbro, which owns the marketing rights for the Transformers movie franchisee.

Transform yourself with Transformer M-5500!
Transform yourself with Transformer M-5500!
Primesite, the outdoor arm of Mudra Max-OOH, has designed and executed the ongoing outdoor activity. Hoardings carrying 40-45 feet cut-outs have been placed strategically at eye level, to grab maximum attention of the passers-by. The cut-outs were fabricated using moulded fibre, with the creatives, 'The new Spice Transformer phone'.

Talking about the brief, Mandeep Malhotra, president, Mudra Max-OOH, says, "The brief from the client was to create an impact with large format and number of exposures in order to create buzz around the new Spice product. Moreover, as the launch of the handset was during the release of the movie Transformers: Dark of the Moon, we thought of using its prime character for the activity."

The main objective of the campaign was to associate the impact of the movie with the new Spice Transformer M-5500, and create a buzz for the new product across various cities.

One of the key challenges for Primesite was to obtain permissions from the government to put the huge cuts-outs on the hoarding. "In addition to this, the challenge also lay in the fact that we had to stand out of the crowd amongst the heavily-cluttered mobile phone category," Malhotra adds.

Besides hoardings, mobile vans and unipoles have also been used for the activity.

The campaign, which commenced in the last week of June, will continue for three weeks, and has been executed across 17 cities such as Delhi, Mumbai, Kolkata, Hyderabad, Bhopal, Jabalpur, Indore, Jaipur, Raipur, Ambala, and Bhubaneshwar, among others.