Suzlon takes PALS campaign to the level next with OOH buzz
Carrying forward its ‘Pure Air Lovers Society’ (PALS) campaign, Suzlon Group has now used innovative out-of-home promotions to make it a complete and effective 360 degree awareness activity.
Carrying forward its ‘Pure Air Lovers Society’ (PALS) campaign, Suzlon Group has now used innovative out-of-home promotions to make it a complete and effective 360 degree awareness activity.
Through the PALS campaign Suzlon aims to inspire and empower people to take individual action to improve the quality of air around them. The target audience for this campaign is the educated, urban Indian with a young mindset. While the youth fit into this inherently, age is not a limiting factor as long as one has a young mind-set and wants to make a change for the better.
The media mix for the PALS campaign is led by TV, followed by print, outdoor and radio. However, their entire engagement platform is digital, with a good share of outdoor and innovation. Of the entire campaign, 20 per cent is focused on outdoor promotions. The creative agency for the campaign is Lowe Lintas and the media agency is ZenithOptimedia. The digital execution has been done by Webchutney, while the airport activity has been executed by Atin Promotions.
Commenting on this phase of the PALS campaign, Dharini Mishra, Head of Brand, Suzlon Group, said, “It has been just over a month since we launched our campaign and the response has been phenomenal. Apart from all round goodwill and positive feedback, the registration numbers themselves are very heartening. We are nearly 150,000 PALS as this story goes to print. A key to this campaign has been the media mix used, which helps us to reach out to our target group, when they least expect it, and thereby have a better chance to win their support towards the cause.”
Suraja Kishore, Senior Vice President - Strategic Brand Planning, Lowe Lintas, added here, “The greatest challenge that came to us was to create an evoking social movement with simplicity. The concept of clean air awareness is new to India; with the concept of PALS we have hit the right chords. We have made sure that there is consistence in all the mediums of promotion, making it appealing and thought provoking.”
Apart from the strategically placed outdoor hoardings and kiosks, Suzlon has used in-flight innovations to take the social campaign to the next level. Given the kind of business that Suzlon is in and the core message of PALS, getting a captive audience who has to spend a minimum of 20-30 minutes just sitting on an airplane seat is a luxury. Not only are they in a receptive frame of mind, but actually have the time to understand the finer nuances of the message and hopefully participate in it. The well branded bulkheads in many of Jet Airways’ aircrafts is a first of its kind activity and Suzlon is amongst the first few companies to use this platform in India. Complementing that are the seat back devices that have been an effectively utilised medium even before this campaign and has been continued for this campaign by Suzlon.
Suzlon is also promoting the campaign and registrations in the lounges of airports in Delhi, Mumbai, Hyderabad, Kolkata and Chennai, wherein a replica of the Suzlon wind turbine model has been set up, along with a tent card to promote the campaign with a QR code that can be used for registrations by the visitors. With each registration, the company will be planting a tree.
In the coming days, the campaign would focus even more of these innovative means with more promotions at airports, on-ground events and activations, informed Mishra.
For the digital part of the campaign, a multi-vehicle mix, consisting of key horizontals and verticals, has been commissioned to drive awareness and interest, while their website, Facebook and Twitter initiatives have been the repositories where they are driving the conversations and dialogue that would lead to clear and measurable actions.
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