Brandscope creates moving billboard for B’lue

Branded under its Danone-Narang Beverages Pvt Ltd (DNB) umbrella, B’lue, a water-based restorative drink, is creating a buzz through the outdoor medium. Brandscope India, part of the Posterscope India Group, is powering the OOH campaign.

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 a buzz.

The impact innovation that team Brandscope came up with in consultation with OMD and Everest Brand Solutions was a never seen before media option in India that is 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 manoeuvered by a Brandscope team to follow the identified target. The interactive and lively activity has added a lot of buzz and surprise element around the brand. People were seen clicking photographs, running around and being chased by the bottle in a fun way that has never been seen before. This activity was carried out at major malls in Pune such as In-Orbit, Phoenix market city and a few more.

Commenting on the initiative, 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 brand’s script and its story should lead the media choice and execution and we found DNB to be an ideal partner in this belief.”

Speaking on this association, Haresh Nayak, Managing Director, Posterscope India, said, “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, added here, “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.”

The brand promise being restoration of body, mind and mood, Everest Brand Solutions also supported the campaign by converting 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.

Mamtha Morvankar, Senior VP, OMD, elaborated, “The key objective of B’lue was to create instant awareness for the brand, coupled with building relevance and credibility. Restoration lounge was created out of mundane bus shelter to drive the brand message ‘restoration of body, mind & mood’. The idea of moving billboard of B’lue in the malls was to maximise consumer engagement and we got phenomenal response in doing so. Both the innovations of moving billboard and restoration lounge delivered the brand objective and we are pleased with the operational efficiencies showcased by our outdoor partner.”

Another innovation idea that aided the campaign had an inflatable bottle measuring 25 feet put up on a hoarding at the SB Road Symbiosis circle and a 3D cutout of the bottle with LED display at Kalyani Nagar, near Gold Adlabs, Koregaon Park, also added to the buzz.