-OOH hangs a moving helicopter on the billboard! Really!
Apr 24, 2009
Aarti Chhabra, New Delhi
It's not every day that you see a helicopter mounted on a billboard. Taking forward its ‘Darr Ke Aagey Jeet Hai’ brand proposition, Pepsi has rolled out a thematic outdoor campaign for Mountain Dew, once again dimensionalising the moment of fear. With companies cost cutting and reducing their advertising budgets by almost 35-40 per cent, the outdoor advertising industry has started losing out and it becomes imperative to do things innovatively to create the similar buzz with half the budgets. Thus, it was a challenge for Percept OOH to create and execute a cracker innovation for the Mountain Dew of Pepsi Co. across Gurgaon and 7 towns of UP- Lucknow, Kanpur, Varansi, Gorakhpur, Allahabad, Moradabad & Bareilly.
With the use of innovative technology, Percept Out–Of–Home put up billboards in prime locations of Lucknow, Kanpur and Varanasi with LEDs behind the blades of the helicopter which would appear to be moving, once sequentially illuminated. This creates the illusion of a real helicopter on the billboard. The strategic initiative targets the youth by leveraging youth corridors all focusing on the new Mountain Dew.
Also, larger than life cut outs of the Mountain Dew bottles are created on large format Media Assets in some of the prime locations in Gorakhpur, Allahabad, Moradabad & Bareilly and Gurgaon. The communication is based on the insight that when confronted with fear, one has only two choices – run away from the situation or face it.
Speaking on the innovation, Mr. Sanjay Pareek, President, Percept OOH, told allaboutoutdoor, “We consciously focus on enhancing the creative within the budgets to ensure the OOH media that we choose for our clients stand out, giving our clients higher recall values.”
Discussing the innovation, Alpana Titus, Category Head, Flavours, PepsiCo India, told allaboutoutdoor, “In this day and age where media is getting extremely cluttered, it is imperative that any brand messaging stands apart. And for Mountain Dew, outdoor is an extremely important media. The Brand Mountain Dew is strongly positioned as a drink which helps you overcome your fears in the moments that matter, and thus it will always be associated with the youth for whom it is important to win over their fears. Our communication this year has taken the brand promise to further realistic heights by showing rescue training drill where-in young recruits have to perform the act of jumping from an helicopter.
This communication lends itself to fantastic innovation as we could bring the TVC alive by extending itself on to outdoor medium as well and surround the target audience with the message about ‘Darr ke aage jeet hai’.”
The outdoor campaign is an extension of the television commercial wherein a group of young boys are shown training on the high seas for a rescue mission. One of the young trainees when asked to jump is faced with a situation where he has to make a choice between giving in to his fears and running away from the situation or overcoming it to emerge victorious. Mountain Dew is shown helping him get the courage to take the plunge and emerge victorious.
When asked why Pepsi has chosen UP for carrying out the outdoor innovations for Dew, Alpana, said, “UP has been chosen as it provides the right mix of growth and volumes, and it is an important focus market for Dew.
And moreover, this activity which has just begun in UP, will be rolled out across other states in North India as well.”
P-OOH has worked across industry segments for clients such as VSNL, Idea Cellular, Skoda, Philips, Andhra Tourism, MCX, Inox, Worldspace, ICICI, Toshiba, Ginger Hotels, Cummins, among many others. Currently P-OOH is working closely with Lifestyle, Kohler, Yumm Restaurants, Blow Plast India besides Pepsi. |