India’s largest outdoor media company, Times OOH recently engaged Mumbai airport passengers with iBall-branded charging stations and QR Codes to buy the brand’s Power Banks online. Installed at every nook and corner of the airport across 72 media outlets with a total of 144 faces, the media campaign was complemented compelling communication and QR codes that led to e-commerce websites.
Branded with the attractive taglines, ‘Right now, the SmartOnes are still on WhatsApp’ and ‘Right now, the SmartOnes are buying this on Amazon’, Times OOH’s targeted campaign focused on how power banks are a must-have for the smart & modern travellers. This is in line with research that suggests customers consume more power during travel as they browse news & entertainment content and social media during transit.
“The USP of the campaign was its location and contextual communication: Talking about a product wherein you can’t ignore it. Promoting power banks at Airport mobile charging stations is SPOT ON. That’s what we did, we have identified the location, selected a product and put up classic, evergreen communication that the travellers just can’t ignore. We used popular OTT, gaming and social media apps in our communications that often consumes the maximum battery life of your devices. We told the users, you can continue watching, playing or texting if you have iBall power bank with you.” said Iftekhar Ahmed Siddiqui, Vice President, Marketing – iBall.
“We received tremendous response from both travellers and industry veterans on how the creative communication was playful and fun, which made it engaging. The creative on the charging kiosks received maximum attention from the users, while a lot of discussions were started on Social Media and its impactful messaging. We not only generated huge demand for the product but ultimately surpassed our initial goals with approximately 1 lakh scans in the duration of the campaign.” Mr. Siddiqui added.
Mumbai International Airport is among the busiest in the world, recording a footfall of over 50 Million Passengers in the last financial year, with the festive season leading to higher footfalls. Given a passenger at Mumbai Airport indulges in shopping twice a month on average, and 97% passengers belong to the elite NCCS A category. Times OOH’s impactful ad presence along with high visibility was able to deliver significant brand recall and unparalleled value to iBall.
