How iBall sold its power banks through a Targeted OOH Campaign
Using QR Codes and charging stations, Times OOH made lead generation easy for iBall at Mumbai Airport.
Airport is a premium location in terms of the target audience and ambience, and this audience is more frequently on the move. On an average, they are known to take 4 domestic and 3 international trips in a year. Thus, it makes power banks a must-have in their travel baggage. One also consumes a lot of cellular data while travelling, since people browse content and social media during transit. This make power banks even more crucial for these passengers.
Times OOH has installed these charging stations at every nook and corner of the airport, which gave iBall 72 media options in total, with 144 faces. They complemented this media with compelling communication and QR codes that led to e-commerce websites. “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 Netflix, Whatsapp, PUBG and other popular entertainment platforms in our communications that often consumes the maximum battery of your devices. We told the users, you can continue watching, playing or texting if you have iBall powerbank with you.” said Iftekhar Ahmed Siddiqui, Vice President, Marketing at iBall.
Campaign messaging, “Right now, the SmartOnes are still on WhatsApp” or “Right now, the SmartOnes are buying this on Amazon” made for relevant impressions and action.
“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.” Siddiqui added.