Brandscope gets B'LUE, Moving in Pune

The brief Brandscope got from the client, their mainline agency OMD and their creative agency Everest Brand Solutions, was that as part of the launch in addition to a significant hoarding and bus shelter plan a huge impact innovation was required that would add punch to the campaign and create the buzz that a launch activity so deserves.

This was achieved in three distinct ways. The brand promise being restoration of body, mind and mood, Everest Brand solutions wanted to showcase the restoring quality of the product through the outdoor medium. The idea that the creative agency had in mind was to convert a normal bus shelter into a B'lue Restoration Lounge-with a sofa, arm rests, side panels etc depicting relaxation and comfort which would restore the tired commuters while they waited for the bus. This was executed by Brandscope at a shelter on Karve Road, opposite Garware College.

Secondly an inflatable bottle measuring 25 feet was put on a hoarding at S.B road Symbiosis circle which was also supported by a 3D cutout of the bottle with LED display at Kalyani Nagar, near Gold Adlabs, Koregaon Park adding to the buzz. This was supported by a hoarding campaign in the city as well. The bottle being the hero of the launch communication had to be established as a brand icon.

The impact innovation that Team Brandscope came up with in consultation with OMD and the creative agency Everest Brand solutions was a never seen before media option in India that is interestingly being referred to as the "moving billboard". This option was used by Brandscope's sister agency Posterscope in Barcelona, Spain for their client Alpha Romeo.

A huge life size replica of the B'lue bottle was created and installed on a moving platform that was maneuvered by team Brandscope to follow the identified target. This was an interactive and lively activity that added a lot of buzz and surprise element around the brand. People were seen clicking photographs, running around and being lovingly chased by the bottle in a very fun and enjoyable way which has never been seen before. This was done at major malls in Poona like In-Orbit, Phoenix market city and a few more.

Speaking on this opportunity on working with Danone Narang Beverages Pvt Ltd (DNB) and OMD Fabian Cowan- Business Head Brandscope India said, "The beauty of outdoors is that it is not restrictive. If one has the idea, and finds a client and agency who believes in the strength of the idea, then innovations like these can happen more often. Our continuous belief in striving to create unique opportunities in the OOH space and ability to think beyond the billboard resulted in this well crafted solution. At Brandscope we believe that the brands script and its story should lead the media choice and execution and we found DNB to be an ideal partner in this belief"

Brandscope India has and continues to propagate brand led outdoor solutions believing that the future of outdoors is in clutter breaking solutions that are engaging. Commenting on this association Haresh Nayak- Managing Director Posterscope India added, "We believe this to be a defining and welcome departure from the otherwise seemingly common approach of mall activation and mundane customer connect opportunities through kiosks etc. This activity added the extra bit that a brand always looks forward to in the out of home space."

Renu Bansal- Marketing Manager DNB Pvt. Ltd. commented on the activity saying, "Our primary objective for the launch among other things was to establish high recall and recognisability of the bottle, which in this case is the HERO. Our partners OMD and Brandscope stood up to the challenge and delivered just that with the moving billboard idea. The impact was instant and worked extremely well for the launch".

Mamtha Morvankar, Senior VP-OMD-"The key objective of B'lue was to create instant awareness for the brand coupled with building relevance & credibility. Restoration lounge was created out of mundane bus shelter to drive the brand message "restores body mind & mood". The idea of moving billboard of B'lue in the Malls was to maximize consumer engagement & we got phenomenal response in doing so.

Both the innovations of moving billboard & restoration lounge delivered the brand objective and we are pleased with the operational efficiencies showcased by our outdoor partner."

As part of the Posterscope group Brandscope has continued to attract clients that believe in this approach. Recent associations with Hilton, Hampton, Finnair, Nissan Teana, Standard Chartered Credit Cards, BSH Home Appliances, Killer Jeans, India Bulls, Bianca Home Décor, Tilak Industries, Euro Kids, Time Technoplast and now Rustomjee have contributed to this belief of Brandscope.

For the record, Brandscope is part of the Posterscope India Group and comprises presence across Traditional OOH through Posterscope and Brandscope, Hyperspace (Retail, Digital OOH & Digital Retail), PSI (Airports and International campaigns).