Posterscope India, the out-of-home agency from Dentsu Ageis Network, has yet again set a new benchmark with the launch of its latest campaign for Cadbury’s Bournvita’s new Badam Booster Flavour.
Cadbury Bournvita came up with a new flavour ‘Badam Booster’ owing to the Indian taste palate and the vintage-belief that ‘Badam’ (Almond) is a healthy nut for kids. They sought to launch this new flavour with a huge buzz in the out-of-home space and for the same they commissioned Posterscope as their OOH agency.
The core objective of the campaign was to launch Bournvita BADAM, the new variant of Bournvita Health Drink, and highlight the key ingredient ‘Badam’ (Almond) in its communication. Meanwhile the campaign’s key objective was to reach out to the SEC A&B females-mothers of kids aged 5-15 years. The idea was to build awareness about the benefits of almonds in the all-new Bournvita Badam Booster, especially during the exam period of the year.
Building on the brief, Posterscope crafted a campaign which resulted in a media mix that delivered both impact and reach. The media formats used for impact were Billboards, FOBs(Foot over bridge), Unipoles, Gantries, Pillars, designer walls; to build reach and frequency it deployed Bus shelters, local/metro trains and signages across various cities.
Giving the campaign an added edge were the innovative billboards that Posterscope installed at sites in Mumbai and Ahmedabad. The innovation showcased the new Bournvita Badam Booster creative jutting out of the billboard, wherein the bottle was highlighted through a blue halo effect. This gave this campaign the much needed buzz.
The campaign has been implemented across major cities including Delhi, Jaipur, Lucknow and Kanpur in North, Mumbai, Pune, Ahmedabad and Baroda in West, Kolkata in East and Bangalore in South.
Commenting on the campaign Amrita Ramanthan, Brand Manager, Mondelez said, “We recently launched a brand new variant, Cadbury Bournvita Badam Booster. The launch campaign includes a new TVC, as well as extensive outdoor & digital activations, targeting the brand’s core target audience – mothers. Impactful launch in outdoor segment has been a critical part of most of our launches as they help build awareness and drive trials. With a clutter breaking visual and quirky messaging, this campaign should get noticed and talked about.”
Fabian Cowan- EVP Posterscope India added, “ It was a privilege to work on this launch as it was an extremely focused out of home opportunity. Our proprietary research initiative OCS (Out of home consumer Survey) allowed us to reach the target audience at the right place through the right media placements, which was layered with innovation to heighten the campaigns visibility and recall.”