Whether it is ICC World Cup 2011 or IPL season 4, every brand worth its money is gearing up to be a part of what is being touted as the biggest cricketing season of all time. With events like these which bring cricket fans together, it becomes an easier and a bigger platform for marketers to have a personal conversation with their consumers. In sync with this, Philips Electronics India Pvt Ltd. has rolled out an innovative outdoor campaign announcing its unique promotional offer of ‘four’ years warranty capitalising on this IPL season 4.

The consumer sees great value and quality assurance in extra warranty. Keeping this in mind and in line with the IPL season 4, the four year warranty offer was decided as the key proposition for this campaign.

The campaign has been executed by OMI, the OOH division of, Laqshya Media Group in 13 cities spread across Mumbai, Bangalore, Kolkata, Coimbatore, Madurai, Nagpur, Nasik, Pune, Mysore, Hubli, Kerala, Bihar and Jharkhand. Apart from these cities, activation has been carried out in Hyderabad and Delhi T3 Airport terminals; where kiosks have been put up inside the airports with Philips LED screens to give a first hand feel to the end consumers. The campaign started in the beginning of March and will continue for a month.

As part of this special promotion, Philips televisions will also offer a 24" LCD TV free on purchase of televisions of 46" and above in size, free HD d2h connection with DVR and an option to get a 4 year d2h subscription at a discounted price.

Commenting on the objective of the brand's association with cricket this season, Neeraj Sethi, chief operating officer, Philips Televisions in India, PE Electronics Ltd., said, “We acknowledge the Indian passion for the game and to add to the festivities, we have enhanced our offering by value adds that will act as an icing on the cake for consumers who choose our premium design and technology.

To attract consumer attention in outdoors, the brand in association with its outdoor agency has executed some attractive innovations. The innovations have also been done keeping the IPL season 4 in mind. The cut-outs and jet-outs of human caricatures with LED tubing on four offers by Philips have been executed on billboards in eight cities. The other innovations with cut-outs of stumps has been executed in Kolkata. The 4 stumps have been used to highlight the four year warranty on Philips televisions.

Adding to this, Amit Nagrath, AVP, Laqshya Media Group, said, “Philips is a very strong brand with varied products under the white goods category. This campaign was however for their LED TV range with exciting offers. The OOH campaign was planned meticulously to reach the right TG despite the World Cup clutter and we are delighted that we could achieve this with active help from the Philips marketing team.”

The campaign has been targeted to SEC A and B, falling in age group of 25 years who are users and purchasers of Philips TV.

To build reach and frequency, the other media mix of billboards, gantries, bus shelters bus back panels, foot over bridge, under bridge panels and centre medians. The media selected was allocated on arterial routes of the cities. Apart from this, the premium airport properties were also taken for promotions at Delhi T3 and Hyderabad Airport.

This campaign is another fine example of a consumer electronics major making effective use of outdoor advertising and activation in order to promote their products and build 'Hype' around the event-led promotional offers.

 

 

 

 

 

 

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