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23/F,Laxmi Industrial Estate, New Link Road, Andheri (W). Tel: 26374715/16. Brand: Sprite Category : Beverages Non-alcoholic Product : Sprite Xpress pack 350ml Creative & Production: Encyclomedia Networks Pvt. Ltd. The Market Scenario.
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23/F,Laxmi Industrial Estate, New Link Road, Andheri (W). Tel: 26374715/16
Brand: Sprite Category : Beverages Non-alcoholic Product : Sprite Xpress pack 350ml Creative & Production: Encyclomedia Networks Pvt. Ltd.
The Market Scenario Absence of on-the-move beverage culture in India Choice made by most Indians is to stop at a particular place for tea, coffee and carry out their snacks.
Sprite Xpress !! The Mobility factor of the product is the big Idea behind Sprite Xpress. It is more of a ‘package’ communication, focusing on the new packaging. The Category context in which Sprite Xpress is rooted is that in India, while eating or snacking culture is rampant when individuals are travelling or on the move, the habit of moving around and consuming a beverage is largely under-developed. Sprite Xpress is the change catalyst that aims to open up this new space and provide consumers an opportunity to enjoy their beverages while they are on the move!!
Campaign Name : “Sprite Xpress Ghumo Ghumao!” The word ‘Ghumo’ represents the take it anywhere quality of the product, and ‘Ghumao’ is an attribute of today’s go-getter youth, which symbolizes clarity of thought and smartness
Campaign Objective’s To build a stronger connect with the youth. Offer convenience to the end consumer. To adapt to the dynamic and on the move lifestyle of the consumers. To emphasize on the mobility characteristic of the product.
The Creative angle…… 22 different outdoor media formats were used. Every media format had a customized creative designed specifically keeping in mind the media and it’s size. The idea was to create a forced visibility scenario wherein the target audience sees the message while on the move !! The outdoor campaign was planned in a way that it reinforced the mobility of this pack. In the tagline, ‘ Ghumo Ghumao’ the word Ghumo represents the take it anywhere quality of the product and Ghumao is an attribute of today's go getter youth, which symbolizes clarity of thought and smartness. Based on this tagline and what it stands for, various high impact and eye catching creative's were designed and executed.
Media Formats Used…… Billboards Bus Shelters Complete train Wrap (Mumbai) Volvo bus wrap ( Mumbai & Bangalore) Platform Branding (Mumbai) Elevators Escalators Delhi metro station branding. Metro in coach panels Metro Grab Handles Railway Led ( Mumbai) Suvarana bus wrap ( Bangalore) National Highway Boom Barriers ( Delhi) Pole Kiosks Center Medians. Truck Backs Car window graphics Glass Façade Branding, Subway Animation Car Glass Graphics Bus Back Panels Mall Drop Downs
About the Innovation…. It is common experience for most of us traveling in a lift or bus or a train to stare out of the window, at nothing. In a confined space, where people are forced to concede personal spaces, their discomfort makes them avoid looking at each other. Capitalizing on this fact Encyclomedia along with Sub Media India has come up with a media first - an innovation in the Delhi Metro for the brand. The Dark Tunnel through which the train passes is the place where this innovation is executed. The technology consists of two sets of processes – one a specially designed display box, which houses the images, frame-by-frame placed next to one another; and -the other process consists of changing images in such a manner that when installed in the displays and watched by a moving audience, they appear moving without any blur, any distortions. The design of the boxes incorporates variables like speed of the train, distance of the viewers etc. The ‘software’ consists of modifying the images in manner consistent with the above variables. Both these together along with the moving audience creates the ‘motion picture’ effect. The technology in question is used essentially used play television commercial films but Encyclomedia took this innovation to another level when they designed and rendered a 15 second animation for Sprite Xpress .This animation had the new and improved 350ML bottle doing all sorts of outdoor sports such as skate boarding, surfing etc. accurately conveying the message that the new pack is for on-the –move consumer. The animation was then broken frame by frame thereby making 280 frames which were then used for the innovation. This being achieved, when the train passed through the tunnel, the people inside the train could see a short animation film on the walls of the tunnel which had the new and improved 350ML bottle skate boarding, surfing and breaking through glass panels.
“The campaign received an overwhelming response and Sprite has been consistently gaining market share month on month.” – Spokesperson from Coca Cola India. Mukesh Manik, man-in-charge, Encyclomedia Networks says, “While usually it is TVCs that are rendered to such in-tunnel advertising, we created an animation film for Sprite, especially for this medium.” Srinivasan Murthy, general manager, marketing (Flavor Brands), Coca Cola says, “Outdoor media has worked well for our brand due to two main reasons. One is that the media can be customized for different markets we are present in. Second, it works as a perfect reminder medium for the soft drink category. It was a conscious decision to use outdoor innovatively right from the first Sprite Xpress campaign. In-tunnel advertising is an extension of that decision.”