Promoting hydration and drinking safe water during the summer.
audience reached
impression in just 60 days
Chennai is a hot and humid city. And one needs to be adequately hydrated. But it is not only important to drink but drink safe water.
1. Objective of the campaign
The urge to drink water is not when you are walking out in the sun. But when one gets into a shade after being soaked under the sun. So, communicating the message to drink safe water at a Bus Queue Shelter made absolute sense, when the audience is likely to be thirsty, under the shade and having some amount of dwell time to get through with the message.
At the same time, we also thought of bringing alive the catchline “It’s Time for Bisleri”. And no better way than getting a live clock in the message, making it the brand ambassador and next to the pack and logo.
2. Challenges
The campaign was planned to last for a fairly longish period of time. Therefore, it was necessary to have a quality clock that could endure the harshness of an outdoor environment. Factors like water and dust resistance, shock resistance to gusty winds and sufficient battery life was important consideration and taken care of.
3. Customization
The clock dial had to be made of acrylic with the brand color, so that it could have a back light and visible during evenings and night. To compliment the clock the pack bottle and the brand logo were also made as backlit cutouts.
Overall, the campaign in Chennai achieved a remarkable Reach of 2.71 million and an Impression of 59.4 million in just 60 days, . Additionally, the installation of a 6-foot live clock was a pioneering move, being the first of its kind across any category or industry, drawing enough recognition.
